advertisements: too much exposure is bad

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the recently held super bowl made a big, BIG issue not only about the colts & the bears but on the advertisements as well. its funny how people's reactions on things could make a company suffer or prosper. i dont know about you guys but i found the snickers ad funny when two guys were kissing just because of a chocolate bar. is it too much exposure? or is it bec people are not that open- minded yet of the reality that is already happening.