Word: hooked
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That is to say, it will take a certain kind of political spot to utilize YouTube's force-multiplying power. Web video is like a pop single: an attention-getting hook is important. Fox's baring his frailty was particularly YouTube-friendly because the medium rewards authentic, vérité captured moments. (It also rewards shock and humor, which could favor outrageous ads.) A universal, direct message is key. (No dead languages, for instance.) Above all, even local admakers should remember that now they have a potential national audience a click away--one that can engage their ads by creating...
...common sense that stories hook people on ideas--Who doesn't like a tale?--but again the Heath brothers back up their claims with scientific findings. In one experiment described, a group read a story in which John put on his sweatshirt before going out for a jog, and another group read a story in which John took off his sweatshirt before heading out. Two sentences later, up popped a reference to the sweatshirt. People who had read about John taking off his sweatshirt spent more time over this new bit of information. Mentally, they had left the sweatshirt behind...
...print ads, most publicity for fiction comes from book tours and soliciting reviews or author profiles, but most newspapers have cut back on space devoted to High Lit. Ironically, although Pynchon's penchant for privacy may have its origins in his personal philosophy, it's also been a great hook for journalists to cover (or uncover) him over the years...
...Fear a Jury of Your Peers Most people think that juries are more likely than judges to let defendants off the hook. The conventional wisdom, however, may be dead wrong
...Knowing that doesn't get you off the hook for the debt, of course. But I suppose it has at least one advantage: You can tell the debt collector to back off or you'll sue. And unlike him, you don't even have to mean...