Truth is vital to the sound economic health of advertising industry. The effectiveness of modeling and advertising as a tool of promotion vanishes if people begin to believe that advertisements are false and wisely designed to fool them. No advertisers can fool all the customers of all the time, whatever the mode selected by them be. There have been criticisms against advertisements from decades back. The criticizers are of the opinion that the social status and image of advertising and the models been used in that would improve of the advertisements were more truthful.
The main criticisms are like wise. Not all the advertisements are truthful. Even a single advertisement containing false statement damages the true image of truthful advertising image because human being is a generalizing animal, which goes straight to the general from a particular case. The meanings which people understood form advertisements which are definitely the actions of a model or model’s, are frequently different from those stated or actually meant to be communicated. Much of the advertisements display about the unimportant things, particularly of all products on nation wide scale such as soft drinks, cosmetics, soaps, drugs etc ad these are being conveyed in the wrong way. Male models for hire have become a major source for all the advertisers, as they can shorten their search within a few agencies rather than going in for wide hunt. Apart from taking advantage of women, these days the male models are also being exploited by using in the inappropriate way.
The judicial truth is not applicable to the world of advertising and modeling. That is why no advertisements give the lawfulness or the demerits of the product or service. It projects only the brighter side. That id the bitter, unpleasant and the naked truth is also hidden behind. The truth that prevails is not judicious truth but it’s the commercial truth. Advertising through the carriers like models, are expected to render greatest service to the society even if it does honestly presenting the commercial honesty. Even the commercial honesty seems to be disappeared.