How many of us, in our busy lives, stop and actually examine the countless advertisements placed in front of us? Being something that all students can view, the communication used by the advertisement is clever and misleading. The appeal to ethics in Ben and Jerry's "do-good brownies" advertising is a simple tactic to distract the viewer. David Wall in "It Is and It Isn't" refers to this as a social assumption that relies on cultural expectations. There are countless hidden messages and symbols in Ben and Jerry's advertising that contain these social assumptions and require further examination of the content. At first glance, it may seem that Ben and Jerry's ice cream has community value, a primary example of a social society. assumption. Community value is generated by the claim that the ice goes beyond its simple function as ice and claims that it provides many people with "jobs, training and child care" (Entertainment ). Images are also used to communicate this point, particularly the two men carrying the brownies out of the factory. Showing a community connection is a marketing ploy to make a company appear responsible to consumers and make them feel like it is more acceptable to purchase the product. This is a fantastic example of the fact that “…we are still no less subject to the emotional manipulations that have always targeted fear, sexual desire, and the need for community” (Wall, 53). We see an underlying need to serve our community and do what helps the most people at minimal cost. Many can see an ad, like Ben and Jerry's, and justify that it's worth spending a few dollars to help all these people. Ultimat...... middle of paper ...... The need to respond These desires are a delicate battle between advertising and the consumer. Sometimes there's a little more to the advertising world than meets the eye. Indirect and subliminal communication is a common weapon used and exploited by designers. You just need to have a keen eye and be willing to examine the advertising in more detail to spot this type of deception. From the community to children, these are just some of the many techniques that can be used in advertising. Being part of the Norco College textbook is a major challenge that, if underestimated, could have disastrous consequences. All advertisements should be approached with caution, no matter how innocent they may be. Print. Shrodes, Caroline and Michael Shugrue, eds. The conscious reader. Boston: Longman, 2010. Print.