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On the other hand, advertising has misled and deceived consumers resulting in misinformed and inappropriate product selections. The Federal Trade Commission (FTC) has primary responsibility for review, regulation, and, when appropriate, elimination of deceptive advertising. However, in response to significant reductions in staffing, the FTC has allocated its resources to areas and claims felt to have the greatest detrimental impact on the consumer.  Individual states have attempted to fill the regulatory void left by the FTC but a lack of resources and low educational level of society also hinders these efforts. For example, Hawthorne argues that the argument that the problem of poverty illiteracy and poor education is the task of the sociologist and social worker rather than the lawyer is not valid in the South African context where education is neither compulsory nor freely available. This fact makes consumer protection of paramount importance, and at present, what is available is insufficient. Because current regulatory control is insufficient to reduce or eliminate deceptive advertising practices, the task is to identify other methods for reducing the incidence of deceptive advertising practices. According to Cassim, any advertiser in South Africa runs the risk that information that would be useful to highly educated and informed consumers will be misinterpreted by those with less education or access to other sources of information. Another example, Fernandez has demonstrated that the Office of Fair Trading stating that a quarter of the population has a lack of faith in the companies that sell products online. If advertiser act and respond positively, he will not only save the sale, he will win the customer for life.

In conclusion, it is not clear when – or even if – the controversy regarding advertising will be resolved. Thus, advertising is essentially a process of committed communication. And since any effective communication involves influence to get the result needed to sender, the advertising – is always manipulation. But by itself, this phenomenon should not be considered as negative or positive. This is just a means to achieve gain. Bad dishonest can only be specific manipulative techniques of influence. Their use should be subject to ethical and legal regulation. In many nations advertising became an art. Advertising business attracts the best forces, because it spinning a lot of money. Creating promotional product combines the global and often conflicting objectives: to attract attention, get to buy goods and create an attractive image of the producer, to become an aesthetic object, adorable, intelligent product for the mind and heart to entertain customer. In addition, many felt that advertising should be moral and awaken positive emotions. Consequently, we accept the reality in terms of our own experiences. In this sense marketers do not create reality - they are simply a mirror of the society. We may argue that unfortunately this is not always the case.References

Broyles, S. J. (2011). Subliminal advertising and the perpetual popularity of playing to people's paranoia. Journal of Consumer Affairs. Available at http://findarticles.com/p/articles/mi_hb3250/is_2_40/ai_n29294474/

Cassim, S., & Langton, R. (1996). Current issues in the regulation of deceptive advertising: Some consequences for South Africa. South African Journal of Business Management, 27(4), 82. Retrieved from EBSCOhost.Eder, P. F. (1990). Advertising and mass marketing?. Futurist, 24(3), 38. Retrieved from EBSCOhost. Fernandez, J. (2009). Even negative views improve brand image. Marketing Week (01419285), 32(37), 23. Retrieved from EBSCOhost

Gomes, M. E., Leupold, S., & Albracht, M. (1998). Advertising, community, and self. ReVision, 20(4), 26. Retrieved from EBSCOhost.

Lindsley, J. (2010). Sell Using Inspiration Not Manipulation. Pest Management Professional, 78(11), 30. Retrieved from EBSCOhost.

Netemeyer, R. G., Andrews, J., & Burton, S. (2005). Effects of Antismoking Advertising-Based Beliefs on Adult Smokers' Consideration of Quitting. American Journal of Public Health, 95(6), 1062. Retrieved from EBSCOhost.

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