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CHAPTER 1. INTRODUCTION -- PAGE 2 OF 2

Anyone leafing through a magazine during the last 20 years would not have been surprised to find an ad . . .

     like this,

[Masquerade]
Brand: Masquerade Fragrance
Magazine: Cosmopolitan
Date: March 1987

or this

[Calvin Klein Underwear]
Brand: Calvin Klein Underwear
Magazine: People
Date: June 13, 1983

or this.

[Canadian Club]
Brand: Canadian Club
Magazine: Newsweek
Date: April 16, 1984

But this was not always so . . .

1     2
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