BBC NEWS | How socially-charged adverts could become the norm

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Published: 21Jan2019

“Anything done too much is going to saturate. If you take any advertising technique – sex, celebrities – that’s used consistently for a long period of time, people tune it out,” says Ashesh Mukherjee, an associate professor of marketing at McGill University. The hot-button issues-driven format simply is not common enough for now; we’re not near oversaturation yet.

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