Brainwashing and mind control are “best thought of as a series of techniques that are used over time to shape perception, cognition, emotions, decision making, and behavior of a person to such an extent that they have lost their freedom of choice” (Mind Control Today). These techniques, once existing within authoritarian and totalitarian governments, are increasingly practiced by advertising companies and the mass media. There are broad similarities between the political and economic standards that cause negative impacts on society, as a result of adopting these mind control tactics. As Malcolm X pointed out, “The media is the most powerful entity on earth, because it controls the minds of the masses.” Advertisers and companies are responsible for using modern and sophisticated forms of mind control to the level of brainwashing consumers, in manipulating their choices and spending habits. Our society is being negatively impacted, becoming a consumer-driven society, constantly distracted by overwhelming and persuasive advertising, as opposed to ideal informative advertising. The targets most vulnerable and negatively affected by persuasive advertising are younger, less mature and/or less informed and self-directed consumers. Ironically, it was once said, “An advertising agency is 85% confusion and 15% commissions” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies. Research suggests that we can actually influence the human mind without them being aware of it. “Everything that is consciously perceived is open to… middle of paper… nfidence.com. Np, nd Web. March 16, 2014.Orwell, George and Erich Fromm. 1984: a novel. New York, NY: Signet Classic, 1961. Print.O'Sullivan, Geremiah. "The social and cultural effects of advertising". Np, nd Web. March 14, 2014. Rowland, Meghan, and Chris Turner-Neal. Brainwashing for beginners. Avon, MA: Adams Media, 2011. Print.Sheehan, Kim. Controversies in contemporary advertising. 2nd ed. California: Sage Publications, 2014. Print.Taylor, Eldon. Mental programming. 7th ed. Hay House, 2012. Print.Tellis, Gerard J. and Tim Ambler. The wise manual of advertising. Los Angeles: Sage Publications, 2007. Print.Winn, Denise. The manipulated mind: brainwashing, conditioning and indoctrination. Malor Books, 2000. Print.Winder, Ted. “Subliminal Influence at the Supermarket: Part One.” A New Take. Np, 4 January 2013. Web. 14 March. 2014.