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BOSS: Why would Apple associate someone engaged in an illegal activity with their product?
ALICE: Well, that’s just a side issue. The idea is to feature someone who seems hip and associated with an important segment of today’s culture, and to have them extol the virtues of the product.
BOSS: I do not understand.
ALICE: The point isn’t that she may or may not be smoking pot, but that she looks like she fits into a subculture where pot-smoking is more common than usual. And because she seems to fit into that culture, the market segment is more likely to listen to what she has to say.
BOSS: Assuming they can remember they saw the commercial.
ALICE: That REALLY isn’t the point.