• by Wayne Friedman , Staff Writer, July 19, 2010

We've all grown accustomed to TV drama and sitcom stars working new-style  programming content into branded entertainment commercials.

You know the deal. After a particular segment, another scene appears  -- one  not necessarily associated with the show. They are sometimes called vignettes -- one- or two-minute pieces of content attached to a commercial message.

The kicker usually comes with some line about how good this mobile phone is, or why this particular car is good and safe, or how yummy a particular food product is.

So I'm watching a USA Network promo for the new season of "Psych," and characters Shawn and Gus are talking about the difference between burritos and tacos. Now thoroughly trained in this type of programming/promo/commercials, I'm thinking... hmmm.. got to be Taco Bell, right? Nope.

Shawn seems to feel Gus doesn't know how to make a burrito. One just doesn't fold up a tortilla with some stuff inside.  The contents are placed carefully, and the tortilla is folded in a more organized way.

"You can't just fold me into a tortilla and call it a burrito," Shawn says. "You are suffocating it."

"Suffocating it? I'm nurturing it," says Gus.

"You don't want the lettuce to wilt," says Shawn.

Then Shawn shows the difference -- using a body bag with a body inside.

"This is a burrito," he says, with the body bag closed. Then, opening up the bag to reveal its contents, he says, "This is a taco." Closes the bag: "Burrito." Opens it.  "Taco." For some reason, I was expecting some sort of identification with a major fast-food brand -- but none was forthcoming.

Of course, the marketing executives at Taco Bell might not appreciate the identification of a dead body and a sandwich.

Viewers are conditioned to expect stuff -- even if isn't programming content.  Years ago, before I had a DVR, I would mute commercials. I was about 98% effective doing this. Then one day I was over at my parents' house watching some TV, and  I started my TV remote trick of eliminating the audio during those pesky marketing messages.

But my father didn't like this. He wanted the audio on. He wanted the commercial in all its glory. 

Marketers, take note. You already have your targeted audience. Not only that -- but they are conditioned for whatever new marketing tricks you have next.