The fact is that much of advertising's power comes from this belief that advertising does not affect us. The most effective kind of propaganda is that which is not recognized as propaganda. Because we think advertising is silly and trivial, we are less on guard, less critical, than we might otherwise be. It's all in fun, it's ridiculous. While we're laughing, sometimes sneering, the commercial does its work.

Can't buy my love: how advertising changes the way we think and feel (ed. Free Press, 2000)