rk puts it very well “advertising exists to inform – but even more so to persuade” (Clark 15). Also, as opposed to the promotion through personal contact, advertising does not involve pressure to the audience. For that reason, the last does not “fight” the message. So, it is easier for the advertiser to hand over the message (Dommermuth 44). Moreover, as McConnell and Brue put it, “material wants have a high reproduction rate. The rapid introduction of new products “whets our appetites”, and extensive advertising persuades us that we need items we might not otherwise buy” (McConnell and Brue 22). Furthermore, advertisers do not tell all the truth. Because advertising is not journalism but salesmanship, is not obligated to tell the whole story (advantages and disadvantages of the products). For example, in car advertising, some advertisers often say that their cars are fast, safe, and luxurious, but they do not mention that these cars are the most expensive in their category. As a former director of promotion for the Time magazine, Nicholas Samstag puts it “the half truth is the essence of advertising” (Clark 15). That ‘s why advertising has devaluated some words like “real” or “natural” which mean whatever each advertiser wants them to mean. For example, there are chocolate chips with “all natural” ingredients, “all natural” cosmetics and so forth (Clark 18). So we see the advertisement of “Kinder” chocolate saying that has only natural ingredients, without mentioning the preservatives that it contains. In addition, advertisers trying to paste up more appealing images to the products, they give them an added vague value. Charles Revson, the founder of Revlon, often says that in the laboratory he makes cosmetics but in the store he “sells dreams”. Many products may be transformed into glamorous,...
