Say Alexa Without Activating it

If you watch any Amazon commercial, when the person says "Alexa", the Echo doesn't react to it. Other commercials also keep the activation keyword from starting.

More over, I've started to notice some news shows also skirting a response from Echo when Alexa is said. At first I thought it was a database somewhere that wouldn't allow, but the blue light doesn't even activate to send data. 

There has to be an audio fix that allows the Echo or Fire device from activating. Does anyone know how they do it?