This project is an investigation into the discourse of advertising in our contemporary late capitalist society. This study shall attempt to assess the role advertising plays in manipulation of the masses and its relation to mass media in capitalist society. My aim is to assess whether advertising is a central tool of deception in the commodity driven culture of capitalism Advertising has changed dramatically since the time of the industrial revolution. The division of labour and the beginning of mass production due to the industrialisation that has created far more of a ‘need’ to advertise and stay one step ahead of competitors. This I would stipulate is due to the onslaught of late capitalism, globalisation and commodity infatuation of the consumer. Ongoing advancement in technology has created an environment in modern society by which there are more and more means of mass broadcasting. The industrial revolution was the catalyst for this. The use of advertising has metamorphosed from a simple presentation of information on a product to the public in a manner to inform of use and content of a product; to an ambience creating, aesthetic tool merged with mass media creating a barrage on the senses. Branding and heritage of brand has outplayed use, image out mustering purpose The end product of Advertising’s growth through the mass media is its immanence in society, and its ability to shape the ideas and behaviour, as well as formation of self of the individual.