Services and goods shape the value system and consumers are seeing themselves through the goods they buy. For a marketing expert (manipulator) to achieve his goals (sales and profits) he replaces real needs with the fake ones, he submits his interests as the needs of the other, he depersonalizes person, and personalizes the thing. In addition to essential information, each advertisement contains persuasion, but also decoded characters that are subconsciously linked with positive feelings. Consumerism, which is increasingly manifested as a new addiction, is a consumer culture that supports the meaning of life in things. The scenario as such, which is reflected in Western culture, has grown parallel with the emergence of globalization. Such behavior and consumption of goods can be seen as a fiction promoted by advertising companies. Advertising affects behavior, openly refer to gender stereotypes and discrimination, are used by manipulative methods that affect not only the individuals but also the behavior of the whole social environment. The aim of the graduate thesis is to examine the effects that the advertisements cause and bring results and potential solutions to the problem. Research has shown that manipulative elements in 52% of the subject's intensive, moderate 44%, and only a mere 4% of the content examined, which shows not only it's strength in appearance, but the very fact that manipulation exists. The survey partially confirmed the initial hypothesis, that is, the issue of public awareness of manipulation through TV commercials as an existing but harmful phenomenon. Media literacy, as a necessary process of acquiring knowledge and skills that are again necessary to use the media, is one of the main solutions to the problem of manipulation. By learning the disadvantages and advantages of the media and the way in which they work, we become active participants who are able to think critically. The disadvantage of frequent TV viewing, as well as recognizable characters and slogans used by the advertising industry to attract children, is growing and manifested through the frequent impetus of children sent to parents to buy a particular product. The evocative phenomena of manipulative technique are caused by entertaining and appealing advertisements, and in order to prevent the emergence of the phenomenon of impetus, parents should watch TV with children and discuss media with them.