Tricks of the Trade
Some television commercials, trying to break through the ennui built up in the
viewer by the plethora of competition, employ humor. Others feature a comely 
girl as the pretext of getting the viewer to stay tuned in. At times raucous
music, accompanied by some frenetic activities, is designed to preclude the
viewer's loss of attention. The advertiser will employ every bit of artifice at
the film maker's command to make a trenchant commercial. The diversity of appeals
made to the viewer is the concomitant of the many ways people react to the 
commercial. A great deal of time and money has gone into placing the consumer's
psychological make-up under scrutiny. 


worth ones' weight in gold--extremely valuable, very useful.
The coach said the new star center was worth his weight in gold.