In today's society, advertising saturates our lives. In our daily lives we find ourselves browsing numerous images and advertising messages. However, we overlook the moral impact that advertising has on individuals in society, influencing individuals' desires and inclinations. Through important markets such as tobacco and alcohol, their marketing impacts both moral ideas and moral behavior in society. The changes in society would show the powerful force that advertising has on society, which radically influences the very way we think, the concepts we have and the associations we make. While researching the field of advertising I discovered that it is extremely broad and diverse. In simple terms I have found that an advertisement is simply a public notice intended to convey information and attract consumers. Advertising has two fundamental purposes: to inform and persuade; although both are distinct, they both work hand in hand. According to Gustafson (2001): “Advertisers often assume that their influence on society is benign, because they assume they are a sovereign rational self.” (p. 203) With this thought, advertising is expressed as the vehicle to provide products to consumers to satisfy their desires, but avoids creating desire or shaping consumer affect. Everywhere we turn we forcibly encounter advertising and very little of the advertising we encounter is due to our desires. Theodore (1970): “As more and more products enter the battle for the fleeting consumer dollar, advertising has increased in boldness and volume.” (p. 84). Realizing the amount of products and services that need to be sold, the sales method such as extreme exaggeration and deception is not a surprise. Advertisers are influential... middle of the paper... also there is a positive role of advertising. Allow the consumer to choose which product or service is right for them. Advertising also opens society to political choices. According to the New York Times (2012), advertising provides information about political campaigns. The number of pro-Obama ads exceeded pro-Romney ads by almost 50%. While from January 1, 2014 to the end of March, approximately $52 million was spent on a pro-Obamacare advertising blitz. The message of a political campaign and a political issue is first conveyed through advertising to arouse the interest of individuals in society. Advertising has been proven to have a negative impact on society, however not all advertising has negative effects. I have demonstrated the positive effects of advertising through economic growth, etc. And, although there are two spectrums, advertising is a powerful force on society.