Billions of dollars are spent each and every year on advertising in all forms of media. One of the newest forms includes advertising in video games. Even the Obama campaign has signed on to have billboard ads incorporated into some EA games in order to reach younger potential voters in the 2008 presidential election. This is in great contrast to the claims by video game manufacturers and marketing companies which claim gaming and media do not influence human behaviour. Realistically, if the media had no influence on human behaviour, whether it is reenacting violence or influencing purchasing habbits, we would not see billions each year spent on advertising. The psychology of human influence by media starts in it's effectiveness with print, audio, print and pictures and video. This is also refelected in the cost of advertising space paid by corporations. This is not to claim that someone who watches a violent movie will go out and commit an act of violence as a direct result. However, someone who has a predisposition to violence who watches a violent movie along with OTHER contributing factors has the potential to act out in a violent manner. The glorification of violence in the media has contributed to the desensitisation of children and youth in relation to violence in our communities. Younger children who watch violence or play violent video games without being taught the basics of reality vs fantasy can attempt to re-enact the scenes or actions and not realize fully that there is no rewind button or restart button in real life.