Advertising and its appeal to societyToday we live in a society dominated and confused by advertisements and advertisements. A new era, which we could call the advertising age, where advertisements and commercials tell us what is a necessity and what is not. Howard Luck Gossage in his book Is There Any Hope for Advertising? He said there are advertisements all around us from which there is no escape. "I like to imagine a better world where there is less advertising, but more stimulating. I suppose we would all like to see that come true, it would certainly clear up some of the confusion of the dark picture of advertising and make things more easy to understand” (7). Advertisements and advertisements have flourished everywhere like a virus, once it hits we can no longer erase the marks it has left. It creates this blurry and confusing image. "cloudy image" as stated by Gossage, in which most people will not find the real truth behind what the product actually means and whether it is really useful or not. Advertising forces consumers to buy products through manipulation. , which leads them to buy products that they think are good for them when in reality they are not, and they do so by appealing to their innermost desires. Advertisers are aware of the cultural need for. acceptance and insecurities of people and take advantage of these desires to persuade people to buy their products. Advertising has three important aspects: 1) a compelling sales message, 2) prospects for the product or service, and finally 3) at the lowest possible cost (Jefkins 5). The first aspect concerns how to persuade people to believe that the advertised product is absolutely beneficial. The second however identifies who is in the middle of paper......ooks CT, 1994.Rutherford, Paul. The new icons? The art of television advertising. London: University of Toronto Press Incorporated, 1994. Jones, John Philip. How Advertising Works: The Role of Research. London: SAGE Publications, 1998 Gossage, Howard Luck. Is there any hope for advertising? Ed. Kim Rotzoll, Jarlath Graham and Barrows Mussey. San Francisco: Trustees of the University of Illinois, CA, 1986. Kanner, Bernice. The 100 best TV commercials. New York: Times Books, 1999. Kessler, Ann. “When is the right time to advertise?” Bank Marketing April 2000: 32(4):9Lopez, Steve. “Would you wrap your car in an advertisement for $400? » TIME Magazine July 17, 2000: 156Thompson, Stephanie. “Coca-Cola taps into local pleasures to push the classic.” Advertising Age January 17, 2000: 34, 53 McNary, Dave. “Adversaries give split decision on strike” Variety June 19 2000: 17