In our society the media have the ability to induce us consumers to buy products we don't need, but through advertising they allow us to feel that we must have them, in order to them to make money. They achieve this through advertisements that can be found in magazines, music videos, commercials, billboards, television/radio, and on the Internet. One type of advertising that this essay will focus on is commercials. Through some commercials the cultural industry plays with our emotions to convince us that we need their product. These commercials can touch people emotionally by making them cry, laugh, feel sad, etc. Or they may make you feel that a certain product will make you feel a certain way or help you improve your life. This essay will examine the perspectives of critical theories focusing mainly on Theodor Adorno looking at the culture industry and analyzing the commercials of Dove, Proactiv, Ford and Apple that play with our emotions. To understand the media in our society we can examine it through contemporary theorists' point of view. Three important critical theorists are Max Horkheimer, Theodor Adorno, and Herbert Marcuse. Together they agreed with Karl Marx's base/superstructure theory. This is the theory where the base is made up of the economy and the superstructure is made up of something like; religion, law, social values ​​and culture. For signs the base determines the superstructure (Appelrouth & Edles, 2008). For Marx the dominant economic class is the one that owns the means of production, which he refers to as bourgeois and has the ability to control society's means of material production and the production of ideas (Appelrouth$Edles, 2008). critical theorists agree with Marx's base/superstructure... at the center of the paper... the life of the person through the transmission of some kind of emotion. Since humans are emotional beings, this aspect in a commercial is important. It allows the commercial to become more recognizable to the consumer. This can be seen in several commercials which include dove, proactiv, Ford and Apple. Every company tries to relate its product to the lives of others using emotions. This in turn allows the consumer to feel like they need your product to improve something in their life, such as confidence or efficiency. This therefore proves what Adorno believes, that the culture industry deceives its consumers about what it promises, because just because a company says it will do something doesn't mean it's true. We see it for example in the advertising of the dove, because they say that the dove will make you feel beautiful, but in reality a shampoo cannot do this, because it falls within.