Advertising in its purest form has been an essential part of the business world for centuries. The purpose of advertising is to inform the company of a particular product and/or service that has become available. Advertising is used as a method of communication between a consumer and the company from which the product comes, because it convinces consumers to take action. According to Lindsay in “The Case of Print Media Advertising in the Internet Age” people who are over the age of 18 and reside in America spend a total of 9 hours and 35 minutes using media per day (2007). Figure 1 shows that non-print advertisements account for the majority of time spent using this media. The pie chart shows that some individuals spend 44.5% of their time watching television, 27.8% listening to the radio and 5.3% on the Internet, while newspapers, music, magazines and books amount to a total of 16.5% (The Case of Stampa, 2007, page 7). Every day we are exposed to several hundred advertisements; some of these advertisements include direct calls from telemarketers, billboards, and commercials. While print ads aren't at the high end of the typical consumer viewing scale, they are the most effective due to the consistency with which they appear. The use of print advertising in marketing represents a great danger to all members of society, because it dampens the self-esteem of both men and women, encourages alcohol use among minors, and causes increased obesity rates. (it should be and it does increase obesity rates, the way you have it is not parallel) Print ads dictate what women wear, how they feel about themselves and what products they buy, in addition to those… paper medium ......seen multiple times produces a synergistic effect, meaning that it creates an interaction between two or more organizations, substances, etc., which in turn produce an effect that is essentially greater than the total of their individual effects. (do you know this or have you read it somewhere?) On the PANS website we read that “the American Academy of Pediatrics” estimates that children watch more than 40,000 advertisements every year” (2011). Many of the advertisements that are shown today can be perceived as containing negative messages that can affect children of all ages. Print advertising poses a grave danger to members of society, decreases the self-esteem of both men and women, encourages alcohol use among minors, and food advertising is causing an increase in obesity rates. (once again… should be “and cause increased obesity rates).