We use the word ‘advertising’ to cover all kinds of publicity. Within the advertising industry the word is used more specifically as one type of marketing communication. Every advertisement attempts to bridge a gap between the sender and receiver. Critics hostile to advertising attempt to draw a line between informative and persuasive advertising but in reality this line is impossible to draw. The core of advertising concerns mass consumer advertising in the major media (television, radio, newspapers, magazines, posters, radio, cinema, and the Internet). What strategy does it employ to achieve its aim? What does the public expect from advertising?