Advertising surrounds us every day. It is estimated that consumers are confronted with more than 20,000 advertisements per year (Singer & Singer, 2001). But consumers do not believe that they are influenced or manipulated by advertising (“The influence of”, 2014). Advertisers are very clever when it comes to manipulation. The basic function of advertising is to inform a target audience that a product or service exists and to encourage them to purchase it (Boykin). A product cannot be purchased or used if the public is unaware of its existence. Advertising is done in such a way that as many people as possible know about the product. The more we know, the more we sell. It is generally the positive aspects that are mentioned in an advertisement (“The influence of”, 2014). Even when people say that advertising doesn't affect them, they usually only remember the positive and the negatives are mostly absent. It is not because there is no negative but because we do not talk about it (“The influence of”, 2014). Advertising allows you to become familiar with a product (“The influence of”, 2014). We see the product on television at home and it becomes a member of the family. We see it in the magazines and newspapers you read. It's almost like the product is part of who you are and you need it. Sometimes we see products that will elevate our statue and fulfill our self-esteem (“The influence of”, 2014). For example: you are a man and see an ad in a magazine showing a man in very good physical shape, who has a beautiful woman in his passenger seat. The man smiles and drives the latest model sports car. It may be out of your price range, but you will go buy this car because you think it will make you feel the same way as the middle of a paper......a bear dancing on it ( Greenspan, 2010). Subliminal messages are everywhere we look. They have a way of persuading and hiding how the consumer should purchase or use a product. Advertising is everywhere. We encounter countless advertisements every year. The consumer is often unaware that he is being persuaded to buy or use a product. This is where advertising becomes a skill. The goal is to target a specific consumer without them being aware of what is happening. Simply put, advertising is about getting a consumer to buy a product, regardless of their share of wallet (Boykin). Like any industry, it's about making money, and money can't be made if consumers don't know a service product exists. The more people are aware, the more the number of products sold increases (“The influence of,” 2014).