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I think the term is an attention getter and a sales pitch; if you are sentimental it will make you perk up and read on, otherwise you just ignore it and go on to the pricing information.
I think it also makes a difference as to who will see the promotional material. If you are in an area where getting ones portrait painted is a long time tradition, the person viewing the promo material will probably be reminded to jump on the bandwagon.
Overall, I think more people are skeptical about catch phrases and view them for what they are.
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