Oh I was just referencing something I read once that was making the point that people's decisions are made by their emotions, not their reason. They cited the example of a typical ad in a magazine for cigarettes. It's usually something like a photo of a group of happy, young, attractive people having the time of their lives, associating this with the product. Then, at the bottom of the page, big as life, is the Surgeon General's Warning saying, essentially: "If you use this product, you will die." The photo appeals to the emotion, the warning appeals to the reason, and yet the ad is effective.