We're looking at an ad for a securities firm. One-third of the page is taken up with a color photograph of
a cute little infant floating on a decorated plastic tube in the
clear waters of, maybe a swimming pool. There's a lot of ad copy
under the photo (not shown here). Picture this in your mind for
a few seconds, as you might while brousing through the pages of
your favorite magazine.
When you think about this picture of the baby leisurely floating
on the water, what comes to mind? What are your feelings? What
adjectives describe this scene? What did the ad guys want you
to see? If you say "peaceful," "serene," "secure," and "calm"
you would be in the majority. That's the way most of us see this
affair. But, on closer inspection, we are wrong! In fact, this...
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