Thesis from 2015 in the field of psychology - media psychology, grade: 13, language: German. Abstract: Every day we are surrounded by advertisements. Some ads appeal to us, while others do not. However, they all share the same purpose: to influence our opinion about a specific product and to increase the desire for that product. For this reason, new advertisements are constantly being developed, as the old ones lose their effectiveness over time. Advertising is meant to introduce us to new products and remind us of old ones. While this can work for a certain period, people need variety to avoid becoming bored with long periods of similar advertising. But what exactly is meant by advertising? Why does advertising continue to have such a significant impact? This thesis provides answers to these and many other questions.