Lift Magazine is taking  all ads to the shrink. A brand new featurette unveiling the psychological clockwork behind advertising. As an entrée, we are taking you through the world of Fear, a heavyweight emotion when it comes to viralness. AdShrink (Mindvertising) is a journey across international case histories, scientific references, trends and consumer insights. Get to know how advertisers from around the World have made the most out of the Horror Zone.