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Hard sell. Soft sell. Life style. Slice of life. Ads are all of these. And now they offer . . . the meaning of life.

For ad copywriters: Life is a journey; life is harsh. It's a discovery; and full of choices; or a sport (drink it up!). Or, simply, life is good (with the right beer in your hand, anyway). More importantly, "life" is something to pin an ad to.

Wilderness Systems: Life is discovery. Get out. In-house

Nissan: Life is a journey. Enjoy the ride. TBWA Chiat/Day, Venice, Calif.

Sauza Conmemorativo: Life is harsh. Your tequila doesn't have to be. Cliff Freeman & Partners, New York

Gatorade: Life is a sport. Drink it up. Foote, Cone & Belding, Chicago

Partition Magic from PowerQuest Corp.: Life is full of choices. So why limit

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