Ethics in Advertising

Advertisements today seem to be growing increasingly provocative, shocking and controversial. Agencies are approaching advertising in a different way, they are finding new means to attract new target markets. For example the current up to date monopoly game, that we all know and love from our childhood has done away with paper money and introduced a new visa credit card system. Visa has moved its target market to a younger generation in the hope to build brand loyalty earlier on in the customer-company relationship.
Also medical companies are advertising prescription medications more and more. I think everyone can name at least 5 brands of medications/prescription drugs that we have all seen commercials for. These ads are usually show during prime time television and often than not ask the viewer questions. For example "do you often forget to do things?" this is a question asked for adult ADD. I feel that these questions and commercials play upon our own thoughts and fears. it sets a doubt in our minds or at least mine: "wow that sounds like me !!??" but in reality it is common to have one or more symptoms of the many prescription drugs advertised and be a healthy adult.
I feel each day the bar of ethics is being pushed further in advertising, i think it is not completely the agencies fault. As advertisement agencies aim is to promote the product it is trying to sell and they will find the best way in which to do so. Whether it is aiming commercials to young children so they will nag their parents into purchasing a product or using sex to sell a body fragrance, ultimately agencies will use any means and targets to be successful. In regards to if it is ethical or not the agencies are in business to make money so if using provocative, shocking and controversial advertisements is working why change it? Isn't it up to the consumer to decide whether it is ethical or not? At the end of the day the consumer doesn't have to purchase a product.