Here’s the thing. At least in the realm of consumer advertising, when a person experiences an ad, it’s a brief moment, a tiny drop in the stream of their consciousness. They notice the ad, if we’re lucky, and if we’re really lucky, they engage with the ad and maybe even file some kind of positive impression in their head. They may even go to a website or make a call as a result of experiencing the ad. But that’s it. They move on. They don’t think about it any more. They don’t think back to the ad later in the day. They don’t look the ad over with a critical eye. They don’t spend time with it. They don’t start examining each element of the ad. They don’t question the motive of the advertiser. They understand full well that the advertiser will always present their product or service in a positive light. They understand that the advertiser will not denigrate or dis the target. It is safe to assume the person who experiences the ad is smart about advertising. They get the deal. They know their role. They’ve had a lifetime of experience being on the receiving end. They understand what the advertiser is trying to do and why. And, even if they won’t admit it in public, they appreciate, in a small way, being diverted, engaged, entertained and/or informed by a good ad. We would all be well served to remind ourselves and our clients, daily, how unimportant our ad is to the target audience, and how advertising-sophisticated that audience is.