ADVERTS NEVER LIE, THEY TELL THE TRUTH DIFFERENTLY To be honest, I wouldn’t say that, in fact, it is known that adverts sometimes lie, isn’t it? Customers are supposed to be brainless by some companies, but actually they aren’t. For example, the delicious burger, with fresh tomato and lettuce, covered with spongy bread that appear in some fast food companies’s commercials doesn’t look the same that the other one that you have in that restaurant with dry meat and crushed bread. Other example is the phone companies that show in their adverts smiling skilled workers who sing, jump and run. But, what really happen when you phone to the customer support department? It usually gets on my nerves when I have to hold on the line for a long time, and the only I wish is not to be attended by a bit cold fish. Although, from my point of view, the best example of lying adverts are those that promise to recover the lost hair, even they say that you will notice the effects after a month. I can’t believe my eyes when I watch or listen to them. Some companies are able to say whatever to sell sand in the desert or ice to the eskimos. However, to say that publicity always lie would neither be right at all. Definitely, the publicity is made for selling. It can’t be limited only to inform objectively about the company’s products or services. There is a lot of competition in the market and companies have to be ready to respond to it using all the possible techniques and as much financial resources as they can. Some companies use the strategy of showing only their strengths and ignore their weaknesses. It is creative publicity that helps them to increase their opportunities, the demand for their products. Because the wittier the advert is the more the consumers remember the product and the more possible they buy it. And anyway, consumers are used to these little lies and in some way we like it. They are similar to the parents lies with which we grow up, like the boogey man to convince us to go to sleep early or the tree wish men to convince us to be good