The ultimate goal of all types of advertising is to persuade the consumer to purchase the product. The ad is main part of marketing communication, which offers all needed tools for promoting the marketing objectives, but also for deceiving consumers.
If company intentionally decides to manipulating the consumer, it could consider a few stimuli which makes that advertising activities are more concrete.
Firstly, the main stimulus consist in to get to know needs of consumer and his purchasing behavior. There are three levels of consumer’s needs. The first one includes the utilitarian needs like need of shelter, nourishment and security. The next categorie is need to be accepted by others. At the top, we have psychological needs that make the consumer’s behaviour. The functions of ad could be connected with mixes of needs. They prove to persuade the consument to purchasing. Those ones are for example indentyfication of the product, bulid brand value or product differentiation from others.
The possibility of change the mechanism of advertising is also stimulus for manipulation through advertising. There are two mechanism of ad. The non-manipulative advertising consists in logical way of persuasion by truthful informing. Every time when the advertising efforts are focused on emotional game of hiding the truth, we can say about manipulation advertising.
Another strong stimulus for consumer manipulation through advertising is the non-ethical behavior of the advertiser. The role of ethics in marketing is alignment of the marketer’s self-interest with customers’ interest and obligation to obey the law in the same time. Unfortunatelly, there are many situation when company breaks this rule and tries to make the customers the feeling that they maximize the customer’s satisfaction through manipulative advertisements.
Now, I would like to say something about three types od manipulative advertising. The first one is the deceitful advertising which use facts, but they are deceptive or the most important ones are hidden. Another kind of the manipulative ad is called fallacious, because it use arguments, but bad arguments. The last one, emotive persuasion consist in play on consumer emotions through threaten or promise amazing results.
These types of manipulative advertising are connected with a such claims. There are three most claims used in manipulation through advertising. I want to start from the exaggeration of quality, which is based on pufferty. Advertising puffery is defined as that makes broad exaggerated or boastful statements about a product that are subjective, rather than objective and that which no reasonable person would presume to be literally true. „World best cup of coffee” is the example of pufferty. The second claim are fallacious argument. It consist in creating poor argument, occured with some freaquency during displaying messanges to the consumers. The last kind of claim is emotional appeals, which play on consumer’s emotion and promise a possible connection between a product and happines or may also use the fear.
Now, I want to say a few words about lingustic and visaul techniques of manipulation.
I will start from the lingustic ones. The advertisers adhere at two main rules during lingustic manipulation. First, one part such a sound or word are manipulated inside a construction. Secondly, the visual and lingustical environments of the ad must be familiar for consumers. Using lingustic methods, consumer is subliminal seductioned.

The important role in this sphere played the reality that many of today’s products are „parity products”. It help create an ilussion of superiority. In order to achieve it, advertiser uses major language methode, which is using the comparatives „better” and „best”.
What’s more, advertiser use two major categories of claims to persuade consumers to purchase. I mean „weasel claim” and „unfinished claim”. The weasel claim uses weasel words to take what could be a solid claim and make it worthless by weakening any bold assertion with words such as helps, probably, refreshes, fights, strengthens, like, almos, up to and so on.
The unfinished claim suggest that the product is better than something or the best of something but does not say what ‘something’ is. The only time these words can be used are when a product does indeed have superiority over other products in the category or when the better or best is used to compare the product with something other than competing brands.

Then, I’ll say something about visual techniques of manipulation. The manipulation by photo shopping is a methode where photo are simply edited by enhancement or retouching like adding 3D elements. The colors are very important in such practises. The warm colors represent happiness and energy while the cold ones create peace and security. Choosing colors, advertiser should emphasize the main features od the product. So as to manipulate the advertiser are mixing colors together in such way that can persuade the consumers to purchase the product by misleading them. What’s more companies often mask their ads as entertainment on TV and it is the next form of manipulation by image. The next method are the manipulation of the size and price. Companies reduce the size of the product when profit become lower. In this way they sell smaller product in the same price as sooner. Consumer often misremember how big they were before. The last technique about that I want to mention is the misleading graphs. They can be manipulated especially by poorly construction. Improper scaling, axis lack of scale or omission of date are only a few of numerous methods using in graphs in order to manipulate consumers.
To sum up, the advertising is inherent part of marketing. Necessary, the manipulation, which advertisers use, are every-day reality. You see ads every day, whether it's on a web page, before a movie, or in the middle of a TV show, and it's easy to say "they're just ads" because, at worst, they feel like a nuisance or interruption. The companies manipulate consumers every time when their self- intrests are not the same like conusmers’ interest so as to persuade them otherwise and make that profit become higher. There’s no doubt that manipulation has harmfully effects community. Advertisements aren't inherently bad, but many use manipulative tricks that influence in ways we don't even realize. Despite how much you think you ignore them, and how little you may believe they affect you, that's not necessarily the case. A lot of people have difficulty accepting the idea that ads are manipulative because we want to believe we're in complete control of our choices. It is very important to be mature consumers, who realize which argument is real and which is bad.