Advertising may also be advantageous to the consumer, because it produces an increase in consumption and production and a reduction in price.

Frequent advertising may also help to stabilize demand and a stable market leads to consistent production and a reduction of waste. Advertising is also a guarantee of quality, since a producer who invests money in building up a reputation will not readily endanger it by offering inferior goods. Thus advertising helps to produce consistency of quality. Also, if we have learned to trust the quality of goods produced by a certain manufacturer, we shall be more ready to buy other articles bearing his trade- mark on the assumption that they will be good. Advertising is also advantageous to the consumers, if it increases the sale of goods, industry prospers and prices may be reduced.

On the other hand, much of the canvassing of which the consumer is the object does not convey information but endeavors merely to draw the public‟s attention to certain products. There is no obvious connection for example, between a picture of a smiling girl and a certain brand of sweets, but for most people like looking at pictures of pretty girls, and the advertiser‟s assumption is that by looking at such pictures the consumer will be influenced to buy his products.