Depending on how the spoken world is accompanied by the tone of voice and the gestures, each of which plays part in including certain series of impressions. The picture through its subject matter its esthetic appeal, its color, its arrangement, produces a special effect (Wolff, p.183). Advertisers rely upon conventional media to spread their message quickly and efficiently to large audiences.
It has become a cliché to say that advertising has shaped American consciousness a molded American Popular Culture. Advertising supposedly "dominates the media- and "vast power in the shaping of popular standards."" (Danna, p.23) The resources-television, records, clothes, video games, language-carry the interests of the economically and ideologically dominant; they have lines of force within them, that are hegemonic and that work in favor of the status quo (Fiske, p.2). Advertising is at the heart of commercialism. It is the part that adds the meaning and in so doing attempts to make one identical object more valuable than another (Twitchell, p.10). Conceiving an idea for an adverting campaign: defining the lifestyles of people who would be most receptive o the message in the advertisements: actualizing a number of spots of 15, 30, and occasionally 60 seconds in duration: calculating the time and cost effectiveness-these are all saline components of the larger pecuniary mechanisms that fuel capitalist culture. Ads are not only selling us a product or service or politician, they are selling us a style of life (Himmelstein, p.49-50). .
Advertisements send messages to the American people through pecuniary pseudotruth, which a false statement is made to sound or read as if it were true but is not intended to be believed. This was a conception of Henry, the pecuniary pseudotruth, is exaggerated claim in which a person is expected not to believe but merely to purchase the product or service (Himmelstein, p.
