The existence of consumer society is a psychological phenomenon. I would explain this as consumers being misled by advertisements in order to purchase more products more often. This problem does not only relate to the light-minded. As the rivalry of companies is getting stronger they invest more and more into marketing. Marketing involves a psychological war against us covered with the buzzword 'public relations'. The roots of PR go back to the late 19th century when the cousin of Sigmund Freud, Edward Bernays started influencing minds of many by sophisticated marketing methods like never before. One part of these is based on hidden advertising - commonly picture manipulation. Lots of companies convey hidden messages regarding sex or death predisposing audiences' subconscious minds to pick up the real words of adverts. Researches have shown that people are more likely to pick up conscious messages if they can assign them to subconscious ones. These marketing tricks are widely used but not may realise anything about their existence. For instance if you watch a love story ending with a sex scene, you enter into the feelings of the couple so you easily associate Obama's face in the background with positive feelings. If these are used to help sales, we talk about PR, which is the main reason of living in a consumer society. Is it good for us? Of course not! The new technologies are taking cash straight out of our pockets. We can help ourselves adapting a conscious consumer attitude - observing ingredients of less healthy products and not choosing them is they contain too much harmful material, neutralizing the impact of ads on our minds. More and more people are awakening this way.