As a consumer in a world of diverse products and services, we have access to a wide range of choices. A product may be manufactured by different companies and have the same function, but it is presented to consumers in different forms. In order to differentiate themselves from each other, companies use the help of advertising to present their products in a better way than those of their competitors. However, advertising the product becomes more crucial than the product itself. Companies focus more on brand popularity rather than actually improving the product they offer. By turning advertising competition into a war between companies, they deceive buyers by hyperbolizing the positive aspects of their products, thereby hiding the negative aspects. Companies forget the effect they have on consumers. Consumers need to be aware of the manipulative tricks used in advertising, such as subliminal messages and cerebral seduction, so as not to be tricked into buying something they don't really need. By knowing how to manipulate the audience and consumers' brains, companies use tactical methods to persuade specific customers to purchase specific products or services. Other examples of techniques they use are techniques like puffery which are suggestive claims about a product, using subliminal messages and transferring information indirectly, as well as targeting a specific group of people, creating a slogan or a mascot and using sexy models with perfect behavior. body, advertising attempts to manipulate and persuade consumers to buy the product they are offering. The first thing advertising attempts to achieve is to capture the attention of customers. When an ad fails to do this, it is not a successful ad. Advertising fa...... middle of paper ......ongruity as an elicitor of ethnic self-awareness and differential advertising response. " Journal of Advertising 32.4 (2003): 7-17 Stewart, David W. and David H. Furse. Effective Television Advertising: A Study of 1000 Commercials. Lexington, MA: Lexington, 1986. Lundstrom, William J. and Donald Sciglimpaglia « Representations of Sex Roles in Advertising." Journal of Marketing 41.3 (1977): 72Reporter, Daily Mail. "Sex sells...and here's why: Attractive men and women in advertisements affect our capacity for rational thought. , September 22, 2012. Clancy, Kevin J. and David W. Lloyd Discover the hidden power of television programming: - and get the most out of your advertising budget Thousand Oaks, California: Sage Publications, 1999Stafford, Marla R. and Ronald J. Armonk, New York: ME Sharpe., 2005