Abstract. The manipulation through advertising became an issue the consumers are facing on almost a regular basis. This practice move away the mission of marketing that of meeting the needs of customers and widens the asymmetries of power between the company and the consumer.

Many of manipulative advertisements are difficult to prove because of their controversial nature and content. This paper is about how the companies use the stimuli, the techniques and the mechanisms of advertising to manipulate the consumers. At the same time, it advances some suggestions about the diminishing of the manipulative practices. The effectiveness of these solutions will depend on the observance of some principles by the companies which advertise in areas where they and the consumers can find mutual goals and interests.

Keywords: manipulative advertising, manipulative techniques, deceptive advertising, fallacious arguments, emotive persuasion, conscious consumer, conscious advertising.