full of colours and image products. A very good example is chocolate mints After Eight, which are mass produced and affordable for children to purchase with their own pocket money, and they have a luxury image (Clark 25).Moreover, advertising has been dominated in the media in such a way that has the ability to be all-invasive. Professor of Advertising, Kim Rotzoll, has a good explanation. Advertisers, he says, are not in a position to enforce, but they have the power to dominate by transmitting us their messages through our television programmes, through our magazines etc (Clark 15). Besides, according to Eric Clark “advertising is far from impotent or harmless; it is a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and real change. The power to prevail” (Clark 20). So still in the postindustrial society, advertisers produce consumers by controlling their ideas and beliefs (O’Barr 203). That’s why the Times say that advertising works – without our knowing that it is working on us. Good advertising works – with still greater stealth (Clark 13).Furthermore, advertising is harmful to the children, too. From the earliest years of children, advertisements shape the way of their lives, and what to consume. Many commercials showing boys playing with cars and girls playing with dolls create different tastes and preferences for each sex (O’Barr 205). Children see about 20.000 thirty-second commercials each year, which stands for three hours per day (Clark 188). Thus, every day companies sneakily draw children with complicated baiting techniques. Such a technique is found in some advertisements that show “cool” children consuming the products that companies advertise. So advertisement offering a parade of toys, games, and foodstuffs, impede on Saturday morning cartoons. Usually we do not know th...
