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PSYCHOLOGY 2 Controversial issues in psychology are those that cause the greatest concern within both psychology and within society as a whole. Advertising uses techniques of persuasion to manipulate people's behaviour in the desired direction of the perpetrator of the persuasive message, which uses invasive and exploitative techniques and try to show that social norms and values are not always for the best. Advertisements are a set of shorthand signals about products we are to buy and the circumstances we would use them in. They are a ready source of stereotypes, sexual, regional and cultural, e.g. families are always happy and adults are always employed. The first advertisement on TV in the UK was for Gibbs SR's toothpaste. The ad has become an icon of the consumer age, and psychologists have become increasingly fascinated by the art of persuading people, despite its controversies. What persuades people to buy or use the advertiser's product...

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