recently trying to pass which was to require an ad or commercial for any product claiming to be nutritious to list all its nutritive elements(259). He then argues that there are two reasons this could not work. One, adding all these ingredients will bore the audience and is simply not good salesmanship. More obviously, it is impossible, with the time allotted, to be able to list all of the nutritive ingredients. He gives this illustration to prove what happens when regulators try to determine what advertisements need to include. Another complaint OToole has is that regulators will sometimes suggest, advertising should be limited to price and function(261). He describes this way of thinking, as Paleolithic and these thoughts will eliminate important information that is becoming more and more demanded by the consumer. OToole reiterates that government regulators just dont understand what advertising is and what it portrays to consumers. What the regulators of advertising demand is the kind of product information that characterizes Consumer Reports(261). Furthermore, they expect advertising to be journalism, and they evaluate by journalistic standards(261). Journalism tries to present both sides of a product, the negative and the positive. Conversely, advertising tries to persuade consumers to buy products; therefore they want to present the products in their most favorable light(261). Another point that OToole touched on was the fact that advertising sends subliminal messages to people in order to subconsciously provoke them to buy certain products. OToole asserts, I must state unequivocally that there is no such thing as subliminal advertising(262). OToole feels that critics are too paranoid in the sense that they feel that advertisements can control them beyond their knowledge. He thinks these regulators feel if they themselves are at risk then the more ignorant consumers are certain to fail at detecting the deceitfulness...
