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Chapter 1 Introduction Significance Nowadays, advertising is playing a very significant role in our daily lives, which is one of the greatest motivations for us to buy certain products or services. “Every day and for most of our lives we see and hear many advertisements. Even if you don’t read a newspaper or watch television, and walk around the streets with eyes down, you will find it impossible to avoid some form of publicity” (Dyer 1982: 3). Advertising nearly appears everywhere and its effects on us are so deep-rooted that we say “no advertising, no life”. With the rise of people’s li