Newspaper article from our research archive:

Texas companies take part in fortune-cookie advertising.

Byline: Victoria Hirschberg

Jul. 9--McALLEN, Texas -- Even if you don't like fortune cookies, you can't help but open them.

Even if you don't believe in the sometimes odd, sometimes truthful saying on the 2-inch piece of paper, you have read it.

And just when you break open the cookie to hopefully find good fortune about love, money or life, you read, "Place your ad here," or an ad for some company you may or may not have heard of.

"It kind of kills the notion of 'Gee, it's a fortune cookie,'" said Joe Garza, marketing lecturer at the University of Texas-Pan American. "It breaks the myth." Flip over the piece of paper and you still will find some fortune, but ...

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