“Just do it” - “I love it” - “think differently”. What do these statements have in common? They are slogans for some of the best-known companies around the world. We immediately associate them with their respective companies because they have been advertised to their audiences as such. Advertisements have become an integral part of businesses, but why are they so important? They appear to influence our social psychology in distinguishing our needs from our wants. We should therefore ask ourselves whether the use of advertising to create demand creates a positive or negative impact on society. On the contrary; does it stimulate demand and exert a positive influence on the overall economy, or does it create a false sense of need that leads to materialism or overconsumption of social and natural resources? Through the use of various sources, this essay will establish evidence that both theories have validity. By looking at the consumer's point of view we can answer the question: could a consumer use these advertisements to remind him of products he might be interested in, or would he be shown an advertisement frequently enough to induce a demand for the product based on a false sense of need? Furthermore, this essay will look at the programmers' point of view; using consumers as a commodity, selling their audience to entrepreneurs, using the social resources up there, which overall leads to the act of consumerism. This creates stereotypically group-based advertisement distributions where programmers choose the right audience to distribute advertisements to. The entrepreneur in turn uses the audience gathered from mass culture to sell his products through these advertisements,...... middle of paper...... guide to audience-based advertising | IAB United Kingdom. Audience Science and the Web. November 28, 2013. .Bernays, Edward L.. Propaganda. New York: H. Liveright, 1928. Print.Ehrenberg, Andrew SC “Repetitive Advertising and the Consumer.” http://web.ebscohost.com.ezproxy.library.yorku.ca/. Journal of Advertising Research, April 1974. Web. October 9, 2013. Johnson, Caitlin. “Eliminate advertising clutter.” CBSNews. CBS Interactive and Web. November 26, 2013. .Webster, Merriam. "habit." Merriam Webster. Merriam-Webster and Web. November 28, 2013. Williams, Roy H.. “Calculating Your Advertising Budget.” Entrepreneur. Np, nd Web. November 28 2013./54436>.