Advertising and its appeal to society Today we live in a society dominated and confused by advertising and commercials. A new era, which could be called the age of advertising, in which commercials tell us what is a necessity and what is not. Howard Luck Gossage in his book Is There Any Hope for Advertising? He states that there are ads and commercials everywhere around us where there is no escape. "I like to imagine a better world where there will be less advertising and more stimulating advertising. I suppose we would all like to see that happen, it would certainly take some of the confusion out of the dark picture of advertising and make everything easier to understand" (7). Advertising and commercials have flourished everywhere like a virus, once it hits there is no way to remove the marks it has left. It creates this blurry and confusing image, a "dark image" as Gossage put it, in which most people will not find the real truth behind the real meaning of the product and whether it is really useful or not Advertising forces consumers to buy products through manipulations that push customers to buy products that they think are good for them when in reality they are not and it. they do by appealing to their innermost desires. Advertisers are aware of people's cultural need for acceptance and insecurities and exploit these desires to persuade people to buy their products. There are three significant aspects to advertising: 1) A persuasive sales message, 2) prospects for the products or services, and finally 3) at the lowest possible cost (Jefkins 5). The first aspect concerns how to convince people to believe that the advertised product is absolutely healthy. The second instead identifies which one is located in the center of the CT sheet, 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: University of Illinois CA Trustees, 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 advertise your car for $400?” TIME Magazine July 17, 2000: 156Thompson, Stephanie. “Coca-Cola exploits local pleasures to promote the classic.” Advertisement Age January 17, 2000: 34, 53McNary, Dave. “Opponents Give Split Strike Decision” Variety June 19 2000: 17