1. Most criticisms of advertising focus on the deceptive aspects of modern advertising. Nevertheless, even if advertising as a whole is not manipulative. Most criticisms of advertising focus on the deceptive aspects of modern advertising. Nevertheless, even if advertising as a whole is not manipulative.

2. There are clearly some advertisements that are intended to manipulate. Such advertisements do clearly violate the consumer's right to be treated as a free and equal rational being. There are clearly some advertisements that are intended to manipulate. Such advertisements do clearly violate the consumer's right to be treated as a free and equal rational being.

3. Deceptive advertising Deceptive advertising takes many forms. The "bait and switch," untrue paid testimonials, or simulating brand names are all forms of deception. There is no controversy over whether or not deceptive advertising is immoral: it clearly is. The problem is to understand how advertising becomes deceptive. Deceptive advertising takes many forms. The "bait and switch," untrue paid testimonials, or simulating brand names are all forms of deception. There is no controversy over whether or not deceptive advertising is immoral: it clearly is. The problem is to understand how advertising becomes deceptive.

4. All communication involves three things: The author or originator of the message, the medium that carries the message, and the audience who receives it. Deception involves three necessary conditions in the author: All communication involves three things: The author or originator of the message, the medium that carries the message, and the audience who receives it. Deception involves three necessary conditions in the author:

5. 1.The author must intend to have the audience believe something false. 2.The author must know it to be false. 3.The author must knowingly do something to bring about this false belief. 1.The author must intend to have the audience believe something false. 2.The author must know it to be false. 3.The author must knowingly do something to bring about this false belief.

6. Professional Advertising Daniel Starch (1927) “ Principles of Advertising ”, Criteria for successful Ad : must be Seen; Read; Believed; Remembered; Acted upon. Objection to Starch: Traditional Approach Concrete Advertising. No ideas about Abstract Advertising. Based on market research on public ’ s likes and dislikes. Daniel Starch (1927) “ Principles of Advertising ”, Criteria for successful Ad : must be Seen; Read; Believed; Remembered; Acted upon. Objection to Starch: Traditional Approach Concrete Advertising. No ideas about Abstract Advertising. Based on market research on public ’ s likes and dislikes.

7. Professional Advertising Not benefited by Freud ’ s in-depth examination of people ’ s mind. (Psychoanalysis) Engage in much more in-depth psychological testing of consumers. Not benefited by Freud ’ s in-depth examination of people ’ s mind. (Psychoanalysis) Engage in much more in-depth psychological testing of consumers.

8. Modern Advertising Vance Packard “ The Hidden Persuaders ” an attack on those advertisements that use ‘ in-depth ’ research on human motivation & behavior. Ad based on Market Research, people are asked what their preferences are. It assumes that people know what they want and that they essentially behave rationally. Vance Packard “ The Hidden Persuaders ” an attack on those advertisements that use ‘ in-depth ’ research on human motivation & behavior. Ad based on Market Research, people are asked what their preferences are. It assumes that people know what they want and that they essentially behave rationally.