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The best possible taste

By Tom Chatfield  

In adverts, cliché is king. Even when it’s being wittily subverted, it’s being invoked because that’s what “appeal” is all about—latching on to something that’s already deep inside your targets’ heads. Google’s adverts, it increasingly seems to me, are the ultimate evolution of this process: a global repository of stock associations wrapped almost subliminally around the edges of websites and email. Google ads operate via an automated “reading” of the text on a web-page, in response to which a selection of adverts deemed appropriate are displayed. As a google email-user, it often feels as though the adverts running down the…

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