Manipulating the Manipulator

Who is manipulating who? People are so aware of what ads and commercial are trying to do that one begins to question how much effect do they actually have? Ads and commercials are so common today that often times they are overlooked. I for one will change the channel the second it goes to commercials. I'm not saying that we can avoid completely these ads nor am I saying that I am not manipulated somewhat, but all of the manipulation is not even happening to the consumers. Companies are paying countless sums of money to get their product out there. They spend even more money to make their products to the exact specifications that the consumers want. Maybe it is actually the consumers who are pitting companies against each other for their attention. Just like kids want to fit in, are companies trying to fit in with their competition? "But all of the popular companies are doing it." Or could it be the television companies who are manipulating producers being that they spend even greater amounts of money for certain air time such as Super Bowl time slots. I don't know about everyone else, but during the Super Bowl I only enjoy the funny commercials none of which actually make a product seem more desirable. This all might be farfetched but it was the only thing I could think of in attempt to not repeat to much of anyone else's post. Sometimes it is just easier to not try and think so in depth about what everyone is trying to do. We might think we know what someone is trying to do but in reality it could be completely different.