The result has been some clever advertising in an industry that spent $1.6 billion last year, according to TNS Media Intelligence.

"Be There" was NBC's slogan during the 1983-1984 season, a fitting example of clever hidden advertising.

The Badenhausens grew the brand through its most successful period of the 1940s and 1950s, primarily through clever advertising.

Kids haven't yet developed the critical skills they need to evaluate clever advertising.

"The reason, quite honestly," he added, "is not that it's clever or cute advertising, but that it reflects what this company is."

All this is wrapped in clever advertising that makes people feel that they are part of a big, hip national secret.

"Volkswagen did not have the clever advertising and didn't have any different product before the arrival of this generation," Mr. Bulin said.

That fact gave rise to some clever advertising and marketing ideas by American and its credit card partner, Citibank, which is owned by Citicorp.

Our children have been exposed to clever advertising since they were toddlers.

In the short term, clever advertising and packaging can sell a worthless product; but in the long term, the American people cannot be fooled.