Abstract
Advertisers use every possible means and techniques to sell all kinds of products, from the cheapest to the most expensive ones, from the most to the least useful. When making an advertisement they make sure that their product will be attractive, desirable, and that it will create the need to purchase it. Among the techniques they use we find glamor, they do not focus only on the products and their use; they try sell a lifestyle and the idea of self improvement. They also sell products which exchange value is higher than their use value using all these techniques. It will be worth trying to shed light on all these techniques and concepts in order to understand the way they are used to make consumers spend their money on specific products, and subsequently apply these concepts to interpret some particular ads.
