Furthermore, subliminal advertising is ineffective, because one must already have a strong, internal desire for the advertised product at hand.  Here many might object that subliminal messages in advertisements are actually powerful enough to cause responses out of almost any viewer, regardless of internal wants, needs, or desires.  Author Adam Chen reports that advertisements seem to be effective regardless of intrinsic urges, because there would be more adverse reactions if they were not influential:  “If [advertisements were] consciously perceived, you would probably run to the nearest [Alcoholics Anonymous], but proprietary studies have shown the ads to work more often than they fail” (par. 6).  These conclusions, which Chen discusses in his research, adds weight to the argument that subliminal advertisements are effective; however, this is all one implicit failure.  On first glance, one might think this statement is referring to subliminal messages, but this is not the case.  Proponents are right to argue that advertisements can be effective, as demonstrated by Chen, but they exaggerate when they claim that this possible effectiveness is due to subliminal messages. To be frank, these opinions are based on ignorant and hopeful conclusions.  In contrast, advertising effectiveness is heavily related to internal desires.  Author Greg Beato observes the importance of each individual’s mind and attitude to the advertised product:  "...If whatever you're pitching fails to resonate with viewers, the soft-sell nature of behavior placement simply means it's even less effective than more explicit forms of unwanted advertising” (“Who’s Afraid of Subliminal Advertising” par. 12).  Beato is explaining that if the advertisement at hand does not relate to the specific viewer, than the advertisement is less lucrative than obvious methods.  Again, even if subliminal messages appear to be effective, they do not produce any sort of brainwashing effects.  The viewer has the last decision regarding whether they will be affected by the onslaught of advertisements, whether those said advertisements use explicit or implicit forms of persuasion.  Thus, without a viewer’s internal motive, subliminal advertisements most definitely will not yield any results.