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The text will disappoint those of you who wish a suit-wearing, cigar-lighting executive would go up in flames. “Before you conclude your intellectual property transaction, take a pause to consider risk. Our exclusive tools, such as validity insurance, safeguard your entire process.” Oh. Actually, the ad offers a shrewd variation on the old buy-our-brand-or-you’ll-be-sorry school of advertising. You get the message that you’re in need of the client’s protective services. But the concept of risk is presented in a way that suggests the target reader willingly lives a life of high drama.
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