Every day, people in America go through each day in their respective different walks of life. While everyone may have their own individual experiences and encounters, almost everyone sees a variety of advertisements every day of their life. In fact, some studies suggest that the average American encounters more than 500 advertisements from various sources in the media every day (Fowles 723). Advertising itself has become one of the most pervasive media in our society. Since World War II, modern advertising has evolved to become a major contributor to apathy, numbness, lies and materialistic views in our society. Advertising remains one of the simplest and most prolific ways for a company to grab a viewer's attention and attempt to persuade them. in any way possible to purchase their product or brand. Advertisements can produce a variety of thoughts and emotions in the people who see them. Advertising for a cologne can give a man the impression that if he wears that particular cologne, women will pay more attention to him and be attracted to him. A car advertisement can show how luxurious or fast it can be and try to present itself as some sort of status symbol. No matter how a particular advertisement tries to do so, almost all of them attempt to communicate with the lower part of people's brains, the part of the mind that exploits lusts, ambitions, vulnerabilities, and other similar emotions and feelings (Fowles 724). The message these advertisements try to communicate is that their particular product will somehow improve the viewer's life in some way, shape or form. Although this message may sometimes seem harmless, in some cases, this simple message can produce some of the worst emotions and feelings in our society. Such emotions include a growing apathy and numbness in people who are exposed to advertising every day. People in our society see and hear images and expressions that once made society gasp in shock. A psychologist from the Harvard Psychological Clinic, Henry A. Murray, has compiled a list of the fifteen most basic appeals of advertising. At the top of Henry's list of appeals, what he considered the most basic appeal, is the need for sex. It's no surprise that advertisers use this appeal as one of the best ways to grab a viewer's attention and attempt to sell their product. However, when exposed in mass media, it accumulates to the point that people see dozens of ads based on sex appeal every day..