This book claims to be of interest not so much to psychologists as to advertisers (designers, copywriters, managers) and all those who want to enrich their creative process with knowledge of psychology in its practical and applied meaning. This is a book not about the psychology of advertising, as such, but about practical psychology for advertisers, imbued with common sense, pragmatism and a cynical view of things. Everyone knows that advertising in the modern world has become a powerful suggestive and zombie-like tool. The consumer of advertising, to a greater or lesser extent, succumbs to its hypnotic influence. But as soon as we are faced with the task of advertising a specific product, then for some reason all hypnosis immediately stops working. Moreover, if psychological techniques are used thoughtlessly and at random when creating advertising, it actually becomes anti-advertising, acquiring ugly and grotesque features.