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The Battle for Your Mind - Does happiness reside in a bottle of perfume? Is your only concern the sweat under your underarm?
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Sana Khan Dr Biggers Eng 098 Sec 10 30 April 2004 The Battle for Your Mind Does happiness reside in a bottle of perfume? Is your only concern the sweat under your underarm? (Willeger, Stardust Magazine) "American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on"(Fowles 54). Attention plays an important role for advertising messages which need to be processed in order to affect consumers' awareness, interest, evaluation, desire and purchase, all of which are goals of advertising campaigns with ultimate goals of building brand equity and consumer purchases. The willing battle for our mind is to think about the hidden message from the ads, try to find out what the ad is really intending to communicate. Typically, advertisements concern themselves with fantasy, which is a constructed world usually beyond the reach of our everyday experiences. They offer a vision of a world where happiness resides in...
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