High school students indulge in the strangest fads, inventing words like Swag and acronyms like YOLO. This is where the trend usually increases in popularity due to the music they listen to and the videos they watch. Usually these tendencies grow with those people for the rest of their lives. However they don't start in high school or college. Most trends start from the media to sell products to consumers. Advertising, like commercials and billboards, has a lot of psychological antics behind the scenes that only trained professionals can pick up on to enable us to buy the product they sell, which we as people should notice and use to our advantage. Advertising bosses use several techniques to acquire customers. Psychology and marketing go hand in hand when it comes to advertising due to certain principles that drive customers towards their product. When there is a time limit for a product it is also the time that people want to buy the product which they see more and more as the time decreases, this is called the Scarcity Principle (Cialdini). The opposite of this is the Consistency Principle. When people get the quality product they get in certain time periods without failure. In other words, maintain the old activities while also bringing in new ones (Cialdini). Another is the Principle of Reciprocity, a moral standard that requires granting each other the same "behavior, gift or favor" (Cialdini). For example, when a waiter or waitress is kind to their customers, they are more likely to tip. The census principle, instead of persuading, tells people what others like them do, making the purchase seem more reasonable (Cialdini). All these principles seem obvious to a normal person and at least...... middle of paper ...... Useful guide. New York: Bantam Books, 2003. Web.Hangen, David M. ed. How does advertising affect adolescent behavior? Michigan: Greenhaven Press, 2008. Print.Heckert, Jessica. "Content Analysis of Advertisements in Teen Magazines." Delaware: University of Delaware, 2001. Web. John R. Rossiter (1982), “Visual Images: Application of Advertising,” in NA-Advances in Consumer Research Vlume 09, eds. Andrew Mitchell, Ann Aber, Mi Association for Consumer Research, pages: 101-106Rivkin, Steve and Fraser Sutherland. The internal history of the brands we buy. New York: Oxford University Press, 2004. Print.Zimbardo, Philip. Nar. Discovering psychology. Perf. Roberto Cialdi. Annenberg Learner, 1990. Youtube. Network. December 5, 2013. Zimmerman, Ian. “Product positioning can be much more powerful than we think.” Sussex Directories Inc. Psychology Today. March 25. 2013. Web. 1 December. 2013