at least front and center is the notion that these ads are so powerful, because they are minimovies. they are dazzling dramas. they are full of conflict and story. we love paying attention to that stuff. we are suckered into them. >> do you think these ads make us stupid? >> we start stupid. the brain is wired to be entertained. we don't pay attention to the words. we pay attention to the pictures and the drama and the story. if it's pretty, if it's exciting, if it's violent, if it's fast, that's where we are. so the fact that these mini dramas are being used to get us to vote for one person or another is just like what we all learned propaganda was used for and thought we learned our lessons from in world war ii. they are propaganda. and propaganda is irresistible. if it were resistible, people wouldn't do it. >> it's why people smoke. it's why they go to war often. >> exactly. and that's why even in the case of cigarettes, there is now an effort to add pictures to the packs. because those warnings don't quite do it. you've got to see an image of what your lungs look like, in order