Ryanair advertising strategy

From the BBC.

Ryanair advert campaign on Thomas Cook banned by ASA 

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SEE ALSO
Ryanair breaches ad rules again
 17 Oct 07 |   Business 
Ryanair's Eurostar claim banned
 21 Aug 07 |  Business
Ryanair's green claims criticised
 18 Jul 07 | Business
Ryanair ad goes back into hangar
 08 Nov 06 |  Business
Ryanair advert was 'misleading'
 24 May 06 | Business
Terror advert 'was not offensive'
 09 Aug 05 | London
Ryanair advert dubbed 'offensive'
 04 Feb 04 | Business

Notice a theme here? Does it actually matter what you put in adverts, as long as it's noticed?