I’m believed that the important relationship between consumers and advertising. The company must depend on advertise to disseminate their products. Howard Morgens is quoted as saying, “we believe that advertising is the most effective and efficient way to sell to the consumer. If we should ever fund better methods of selling our type if products to the consumer, we’ll leave advertising and turn to there other methods” from the Book “What’s wrong with advertising” p353. Although sometimes advertise can not let people to receptive, but in nowadays societies we can always find advertise in ours lift for example newspapers, TV, magazine and even a small card. So we can convince the importance of advertising in people’s heart. 1) How would you characterize the nature of the relationship between consumers and advertisers? How much agency do consumers really have? How do they participate in the cultural dialogues of the media?