Advertising is a one-directional form of impersonal communication that is carried out on a paid basis with the goal of attracting attention to the advertised object. In other words, the question "What is the essence of advertising?" can be answered as follows: advertising presents the consumer with information that influences their choice of a product. The main goals and objectives of advertising The primary goal of advertising is to prompt the consumer to take one or another action that will eventually generate profit. Advertising goals are divided into: communicative; economic. Communicative goals are aimed at connecting with and persuading the consumer to choose the advertised product. The following communicative goals are distinguished: familiarization; informing about a change in pricing policy; intrigue and arousing the consumer's curiosity; creating a positive opinion about the product; adjusting consumer habits. The success of an advertising campaign is assessed based on advertising profit. Economic goals include: presentation of new product packaging; generating demand for a product; presentation of sales and promotional offers; accelerating the launch of new products to the market. There are three main objectives of advertising: Image. The purpose of image advertising is to create and strengthen a positive image of the company and its products. Commercial. Commercial advertising contributes to increasing demand for products, increasing the volume and speed of product turnover, and also contributes to increasing profit. Non-commercial. It contributes to changing the behavioral activity of the audience rather than generating profit. Non-commercial advertising includes social and political advertising. What advertising gives the consumer and the producer Advertising is an integral part of the economic process. The consumer and the producer, being subjects of the market, feel the influence of advertising. Let us consider some of the aspects of advertising's influence: By providing the potential buyer with complete information about a product, advertising helps them make a purchase. By developing products, advertising also indirectly participates in the development of production capacity and employment of the population. When bringing a new product to market, advertising allows obtaining initial feedback about the product. This makes it possible to make adjustments to the characteristics of the manufactured product depending on consumer preferences. Advertising has a great influence on competition, which has a positive effect on the market as a whole. The influence of advertising on society The power of advertising's influence on society cannot be underestimated. By increasing demand for material products and adjusting consumer preferences, advertising always has supporters and opponents. Supporters fully understand what makes advertising good and how it contributes to progress. Opponents, on the other hand, talk about manipulation, the formation of a consumerist attitude toward life in the younger generation, and the artificial creation of taste. However, advertising is not a key source of information for shaping values. In a healthy society, the main reference points for this are art and literature. The aspects of advertising's influence on society can be divided into positive and negative. The positive ones include: Highlighting the social and cultural problems of society. Drawing attention to the state of the planet's ecology. Advertising stimulates scientific and technological progress, since the consumer wants to obtain a unique product using revolutionary technologies. Stimulating society to increase labor activity. By earning money, a person can afford to buy a product at a higher price. The disadvantages are generally considered to be: Lack of trust in advertising. Due to low-quality content or poor advertising placement, trust in the advertising itself and the advertised product declines. Advertising of products for people over 18 years old (alcohol, tobacco) encourages the consumer to harm their health. Advertising of medical products provokes the development of mindfulness regarding taking medications and consulting medical specialists. Advertising materials are widespread in medical institutions, which, given the imperfection of the medical system, has a negative effect on the quality of health-improvement measures. It should be emphasized that the assessment of advertising's influence on modern society must be carried out within the framework of a specific state, taking into account its particularities. The level of trust in advertising is directly proportional to the level of development of the country. Conclusion The advertising industry is developing steadily. Today, high-quality advertising is a work of art, not just a short clip. Good advertising is not forgotten quickly. The industry and technological progress are developing rapidly, so high-quality advertising services are the norm for every self-respecting company.