From observational notes cited in “Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room,” by the Australian researchers Laknath Jayasinghe and Mark Ritson, in the June issue of the Journal of Consumer Research.

Bec moves closer to Craig on the couch during a break in Dr. Phil. As a Reflex copy-paper advertisement airs, the couple both focus their eyes on the screen. Their behaviors are awkward and stiff. Craig turns to Bec, and they face each other. They kiss for ten seconds. Any potential to engage with the Reflex ad is displaced. The couple complete…