An individual’s awareness of how they are being persuaded is another important aspect of advertising, and even has a term: persuasion knowledge. A study titled “You talking to me?” The influence of peer communication on adolescents’ persuasion knowledge and attitude towards social advertisements, explains that oftentimes, advertisers will try to decrease persuasion knowledge by weaving ads into entertainment. This technique is very ubiquitous in modern society. Think about TV commercials, podcast commercials, and, to go back to the examples above, Instagram ads. All of these commercials are woven into entertainment in a way that makes an individual less likely to consciously become aware that they are being persuaded (Zarouali, Poels, Walrave, Ponnet, 2018). Instagram is particularly good at this, because products are advertised through posts that look exactly like any other personal post on the platform. And even personal accounts often include advertisements, most often seen when influencers, athletes, and other public figures are sponsored by brands. The seamless transition between advertisements and entertainment decreases persuasion knowledge, and thus increases the ad’s effectiveness.