A lot of really smart people are employed as psychologists. Not with the idea of helping people, but with the idea of convincing the mainstream working and or middleclass (thats me) that their brand is brilliant, smarter, more caring, better for the environment etc. Using emotions in ads, such as the ones that make you shed a tear when you watch them, thats really very clever. I am not so sure if it is very ethical, making people think of their dead father or similar to get them to buy a product, but anyway, it happens . And people get paid a lot of money to do it. LOove love love the Gruen Transfer, Sam is hot!