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What's with these ads, anyway? You know the ones.The Sprite commercials that say, "Trust your taste buds, notcommercials." The Miller Lite ads that poke fun at "ourcreative genius, Dick." Or those Levi's ads that, well,don't act like ads at all.
Dubbed "anti-advertising," the trend is hot--but doesit work? "If your goal is to catch people's attention, itworks," says Michael Kamins, associate professor of marketingat the University of Southern California's Marshall School ofBusiness in Los Angeles. "But if your goal is to sell,it's not going to work."
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