How many of us in our busy lives stop and actually examine the countless advertisements placed in front of us? As something that is available to all students to view, the communication used by the advertisement is cunning and deceptive. The appeal to ethics in Ben and Jerry's "brownies doing good" advertising is a simple tactic to distract the viewer. David Wall in "It Is and It Isn't" refers to this as a social assumption that is based on cultural expectations. There are countless hidden messages and symbols within Ben and Jerry's advertising that contain these social assumptions and require closer examination of the content. At first glance you may have the feeling that Ben and Jerry's ice cream has a community value, a primary example of sociality. hiring. Community value is generated by the claim that ice cream goes beyond the function of simply being ice cream and claims that it provides many with “jobs, training and childcare” (Entertainment). Visuals are also used to convey this point, particularly the two men carrying the brownies out of the factory. Showing a community connection is a marketing scheme to make a company seem responsible to consumers and make them feel more acceptable in purchasing the product. This is a fantastic example that “…we are no less subject to the emotional manipulations that have always targeted fear, sexual desire, and the need for community” (Wall, 53). We see the underlying need to serve our community and do what helps the greatest number of people at the least cost. Many may see an advertisement, like this Ben and Jerry's ad, and rationalize that it's worth spending a few dollars to help all those people.Ultimat......middle of paper......The need to satisfy these desires is a difficult battle between advertising and the consumer. Sometimes there is more to the world of advertising than meets the eye. Indirect and subliminal communication is a common weapon for designers to use and exploit. All it takes is a keen eye and a willingness to further examine the advertising for this type of deception. From the community to children, these are just some of the wide range of techniques that can be employed in advertising. Being part of the Norco College handbook is a tough test that, if underestimated, could have disastrous consequences. You should approach all advertisements with caution, no matter how seemingly innocent. Works Cited Ben & Jerry Entertainment Advertisement, July 22, 2011: 29. Print. Shrodes, Caroline and Michael Shugrue, eds. The aware reader. Boston: Longman, 2010. Print.