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Advertising plays can apply to both online and live play, although I only really do it live. The first couple orbits I tend to play fairly loose and make an effort to make an "ill-timed" bluff when it doesn't cost me too much and I know I'm likely to get called. I then I make a show out of spreading my hand. The worse my hand is, the better the effect. After that I tighten up and play my normal game and most of the time get paid off all night long. Your average player doesn't realize that you've only been playing premium hands for the last 3 hours. They only remember those first couple orbits and your terrible bluff. On the other hand, these same players will remember if you sit down and immediately start playing like a rock (ie. doing something like folding in an unraised pot while in the SB while playing 1/2 NL because it's almost unheard of in your average live game).
Sometimes the play is just so horrid that such advertising isn't necessary, but usually there are at least a couple decent players that will come to respect you and not give you action. Early advertsing usually prevents this. I only really do it live because I'll be likely playing the same table for 6,7,8... hours against many of the same players. This gives you time to see the benefits. Online though people tend to come and go and tables get broken up much more quickly so it makes it less advantageous to sell an image right when you sit down. I also tend to play multiple tables online which again doesn't make it as important to me.
Although more general and not really situational, you can do other things to suggest that you play or will play differently than you actually do. I typically order a drink soon after I sit down, although that first drink is almost always my last. If you don't play my hands, make sure the ones you do get noticed. If you raise then make sure you announce to the table that "I'm gonna to have to bump up the price to play." When you limp in tell the dealer to "gimme something good this time." If you call a raise, "Ok, I'll see one more card." What you say doesn't have to be this cheesy, but you get the idea.
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