... the impact of any advertisement is what it means to us. The author invites us to participate in constructing a meaning for the advert. O'Barr (1994) suggests that advertisers create an advertisement for us to use as a skeleton to add flesh to and breathe life into. Another area controversy in advertising is that it is difficult to disentangle the impact of advertising from other influences that might be current at that time. Hedges (1982) points out that to the consumers, advertising is just part of their background - advertisements form just one part of the sensory bombardment that we experience every day. We cannot stop to evaluate every piece of sensory input, so for the most part, advertisements are relegated to fairly low levels of consciousness. Advertisers use many psychological theories to make their work successful, including associating their product with a particular emotion or image. A need for an ...

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