How much notice do you take of ads?

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We are constantly bombarded with advertisements where ever we go (whether its the Internet, TV, the movies, newspapers or magazines or in the street. I believe that I am nearly blind to them but, of course, I still see them (and sometimes admire the pretty pictures before I realise they are trying to sell me something!) How do you react to ads? Are you one of those who 'views' them for pennies with not a thought of buying anything? If you are, how often do you actually succumb and look for a moment at what it's selling? If you read magazines (especially women's magazines) how often do you find yourself influenced by the ads ... maybe not to the extent of buying (I find that what they are selling is stupidly beyond my budget!)? Do you think that ads have changed your goals? Made you want more than you really need? If you work in advertising, I'm sorry if I sound a little cynical! I'd love to know what the challenges are in that industry today. I imagine that one increasingly has to know just what pushes people's buttons!