Advertising hasn't a purely informative role. I think we have to accept that in many fields its persuasive role is important - particularly in advertising on social issues. At the same time the real value of advertising lies within the concept of consumer choice and the individual as an active, not a passive, force in society. Advertising has a vital role in communicating on all issues with the public so that they can make meaningful decisions whether at work, in the shop or in politics. Together researchers and advertising should be working on the most efficient ways to help the individual in society play his full part.