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How much influence do commercials have on everyday people?

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I think most people say that they're not affected by an advert and it really wont make any difference when they chose what product they want to buy, they'll just chose the best one for them. That's what I've always said.
But I do find myself when I go out looking for something, say I need a new toothbrush. When I look down the isles there's so much choice that I often almost subconsciously go for the product I recognise from adverts because somehow it feels some familiar and credible because I know it.
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LittleMissGeorgia
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