"Legalized Lying"

  “Advertising is a legalized lying,” H.G. Wells declared nearly a century ago. However advertising is prospering in our days. A lot of people watch TV and YouTube, they are play the Internet games, read newspapers and magazines and everywhere they can read and watch advertisements. Some advertisements are very useful and popular. For example, American icon is Smoky Bear. “Smokey Bear is America's wildfire prevention icon. He has educated generations of Americans about their role in preventing human-caused wildfires. Created in 1944, the Smokey Bear Wildfire Prevention campaign is the longest running public service advertising campaign in U.S. History. As one of the world's most recognizable fictional characters, Smokey's image is protected by U.S. Federal Law and is administered by the USDA Forest Service, the National Association of State Foresters and the Ad Council ”(American Icon)

 http://www.smokeybear.com/vault/history_main.asp


   The advertising in our days is like an art and  an entertainment. It is like a guessing game. The most important thing for advertisement is to get attention with advertising. “How to get attention with advertising?” This is the most important question for advertisement designers. They try to male advertisements more pleasurable. “Our attention gravitates towards images and things we are find pleasurable.

Many ads feature beautiful models for this reason. The models are paired with the goods and services creating a satisfying feeling in the viewer. It is the hope that the viewer makes a conscious or subconscious connection of the feeling to ad products and services. Scenery, babies, music, etc. can serve the same purpose.

http://womeninbusiness.about.com/od/marketingpsychology/a/pleasureprinci

 Advertisement with models is "Dove - Evolution Commercial":

http://www.youtube.com/watch?v=hibyAJOSW8U

 According to Freud, the opposite of the Pleasure Principle is the Reality Principle. Business owners need to find ways to prevent the Reality Principle from overriding the Pleasure principle. Advertising drives consumers to make impulse shopping decisions to get their business in the moment. However, it is vital to good long-term success that a seller does not exploit customers in the process of securing a transaction.

When young people and teenagers watch YouTube or TV advertisement of beer or marijuana they think only about their pleasure and nice time, and they feel themselves like heroes. These advertisements attract them to buy these products: beer, marijuana. But they don’t think about their health and their future.

In this way, they believe they can drink beer and smoke marijuana, but they don’t realize that Reality is different and it is going to be very difficult to stop smoking marijuana and drinking the beеr.