Advertising has been defined as ‘the non - personal communication of information, usually persuasive in nature, about products, services or ideas, by identified sponsors, through the various media’ (Bovee & Arens, 1994). However the reality is far removed from this definition. The way that advertisements are created these days, the words and images are both forged into a cohesive and well put together message that would likely persuade even a confirmed miser to part with his money. That is why the best advertising agencies earn millions of dollars in revenues every year. While the American Advertising Association would have us believe that the purpose of advertising is only to inform us of the existence of products and services, this is hardly what is being done in reality. Every advertisement we see bombards us with images and words that evoke feelings and desires to buy or at the very least try the product or services at least once. This is because the advertising agencies know that we are moved by pictures and stories. They also appeal to our emotions like the need for style, sophistication- even the need to be better than the neighbours if that would have us buy their confounded products. They would leave no stone unturned in their efforts to persuade us. For all the sanctimonious messages put forward by the American Advertising Association, the truth is that advertising messages are all based on half truths. As someone has said, there are lies, bloody lies and statistics. Advertising
messages are put forward in such a way as to confound us.