Much of the research has been done to analyze the intended effects of advertising and commercial messages on consumer choice. Ideally, advertising is intended to promote awareness of the products, enhancing their appeal and encouraging purchasing the good. Every commercial is produced with not only informative but also persuasive appeals which are aimed at creating the market for a specific product or service and to maintain the loyalty of consumers. Nevertheless, there is another side of the issue – the consumers’ choice. Television advertising increases the demand for goods and services in a negative way and makes more people become consumers of unnecessary goods. Television commercials force people to buy products they do not need. In addition, television advertising has a significant influence on the children who force their parents into unreasonable buying decisions. Advertising Essence Consumers’ choice has a significant implication for every organization because consumers shape the global market of goods. Taking into account that TV watching is the most widespread leisure activity, it has become the medium through which companies can reach their consumers in the most effective way. Unlike newspaper or the journal which may cover the local area, television offers the opportunity to reach a national audience. Television advertising is powerful because it empowers the producers to appeal not only to the hearing and sight but also increase the interest in the product other techniques (dimension for example). Television commercials carry the purpose of informing and showing the potential consumers the product and demonstrating or telling about the benefits of having it. While watching the television commercial, the consumer sees how the product is packaged, how it works and continuous repetition of the commercial makes the consumer feel a psychological need to have it. Television advertising, while being the most expensive, is referred to as the king of advertising for its power to influence human behavior and buying decisions. For example, the commercial might promote the product as if its possession will make the teenager the most popular person in the school. Every teenager wants to be popular at school and after viewing advertising with this appeal for 20 times, the teenager is ready to go and buy this product, even though the chances that his image will immediately improve are not increased with the purchase of it. Another concern is that television commercials reach the national audience in a short period of time and give the product instant prominence. The most dangerous aspect of television advertising is that it is skillfully targeted at potential consumers. Children are reached during the cartoon watching, working people are reached in the evening, while housewives are reached in the afternoon during the soap operas. Companies are able to collect information about the preferences, needs, and choices of each consumer group and are skillfully using this information to make the commercial very appealing and, moreover, deliver it during the time when the majority of representatives of the target audience are watching TV. Thus, it is almost impossible to avoid being influenced by television advertising. Television commercials are multiply exposed to achieve message retention and consumer action. Even though viewers tend to have little loyalty to the particular stations, the multiple repetitions of the commercials will still reach the target audience. It is worth noting that television advertising is the most expensive promotional technique, as the result, the price of