Advertise, advertise, advertise, in all the noise will we switch off?

I love a good advert - ones that make me laugh, are highly original or to some degree ones I do not agree with or plain wind me up (not hard I know) allow me to remember them.

But having read on Peter de Vanzo's blog that Google see the possibility to give away Free mobile phones paid for by the user accepting a certain amount of advertising, won't we just run the risk of being turned off by even more advertising?

More and more we are bombarded by ads - whether on the TV, the Internet and now on the side of lorry trailers on the side of motorways (all too distracting at 100 mph and I never remember them!)

Whats the point in overdoing it, if we keep increasing the level of advertising we see/hear won't we just turn away from it more?