Advertising is a part of our everyday

experience that will not go away. The

revenue from ads pays in large part for

television programming (our cable bill

prevents us from claiming that the

programming is otherwise free). Then

again, the money to pay for those ads

often comes from sales. And the money

for sales comes from consumers. Without

the middlemen, consumers are essentially

paying to advertise to themselves.

Experience has shown us that adver-

tisments can have many forms, from

the most irritating - eliciting an

immediate flip to anything other than

that particular commercial - to

commercials that can make us laugh,

sometimes more than once. Some commer-

cials are even enjoyable to watch.

Cynical.com believes that advertisers can

be influenced by consumers' reactions to

their commercials. If sales drop with the

introduction of poor commercials they might

pull the commercial and maybe even think

about doing a better one next time. So, in

order to increase the quality of commercials

and other advertising, cynical.com publishes

commercial and advertising reviews, making

recommendations on how the thinking public

can alter their spending towards increasing

the enjoyment of the advertising they are

forced to endure every day.

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