They demonstrated why rhetoric ought to lead to truth rather than to persuade toward falsities. This is not a universal outlook today. In this postmodern society, many believe language and rhetoric are simply paths to power, nothing more than a means toward individual gain. The more ethical, responsible view held by the ancient philosophers is increasingly ignored and dismissed as idiocy. One of the consequences of this phenomenon is that advertisers have employed more advanced strategies to reach out to and interact with the human subconscious. Using discreet subliminal messages purposed to subconsciously manipulate an individual into thinking a specific way, companies strive to establish brand loyalties that will guarantee a customer for life through their copywriters, those who design the advertisements. These strategies often utilize fallacious and misleading rhetoric designed to reach a specific target audience, usually young, malleable teenagers. Because of this, advertisers have begun to promote concepts surpassing their actual product 's value. They have shied away from extolling the virtues of their product and have instead attempted to sell a lifestyle associated with their product. This approach attracts customers with appealing ideas and manipulates these individuals into buying a certain product, which is both unethical and dangerous in society today. Put simply, advertisers' practice of selling a way of life builds unrealistic and false expectations for consumers.
At the peak of the Grecian empire, philosophers recognized rhetoric's true purpose was to lead to truth. As far back as 400 B.C., intelligent speakers and ancient politicians used tactful rhetoric to persuade their audiences. They often used emotional and moving words to avoid logic, allowing them to persuade their audience without revealing truth. However, philosophers, especially the expert rhetorician Plato, recognized this as not the best and most noble use of rhetoric.
