I was struck by how similar marketing strategies are today to yesteryear. Back in the teens and 1920s, they were already developing stars as sponsors for a variety of commercial products, be they inane or practical, for “cars to candy bars” (151).  Perhaps not nearly as surprising is the shared emphasis on beauty and attractive stars. Other similarities I noted was the search for the “perfect consumer” and the manipulation of the market. Addressing the former, younger audience members were heavily targeted by film magazines. In one section of the chapter, Fuller quotes a Kraft spokesman saying “in young woman ‘we find the least sales resistance.'” As said, it’s definitely not surprising but perhaps a little unsettling how fluid our marketing techniques have been. They have not changed much over the past century. They have always attempted to find and pinpoint where cash can be cultivated and reaped most efficiently. As to the latter, I was momentarily shocked to read how Fuller suspected the magazine of fabricating its editorial letters. Fuller hypothesizes that the magazines published letters that reflected a greater range of readership than they likely were to have. They wanted to portray even distribution throughout the country, in both rural and urban regions and even internationally abroad. Although shrewd, this strategy is dishonest and verging on sickening. I’ve never imagined that magazines now a days would do such a thing, but I suppose I wouldn’t put it past them either.