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Here's an ad for a new gum called 'Hyperbubble', and it says, 'If you're not chewing Hyperbubble, you might as well be chewing cud.' Ooh, great copy! Gosh, am I cool enough to chew Hyperbubble? Maybe I'm NOT! Maybe if you chew Hyperbubble, you BECOME cool! Or maybe if you chew it, everyone ASSUMES you're cool, is it doesn't matter if you are or not! What do you think? Should I buy some? If your emotional security depends on satisfying a need you didn't have until you read the ad, go ahead. I think I will! Boy, I'm glad I get this magazine! Calvin reads an ad for a new gum. He wonders if he's cool enough to chew it. He wonders if chewing it would make him cool.
Calvin asks Hobbes if he should buy some. Hobbes tells him to do it if his emotional security depends on satisfying a need Calvin didn't have before reading the ad.