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When we see an advertisement, it is usually pretty easy to figure out what they want us to do–buy their product. This whole concept assumes that the audience has a choice.
Commonwealth Edison has a whole series of commercials on what a great deal electricity is and how old people remember when they first got it. How do we respond to these commercials–leave the lights on? As far as I know, there is no real choice involved. Why does a monopoly have to advertise?
It seems that Commonwealth Edison could spend its money more wisely, in ways that will lower rates.
