I don't think the "light side" exists. Advertising is fundamentally about convincing the consumer to buy your product, when they otherwise wouldn't have. That goes regardless of whether it's good for them. Sure, it might be good for them, but that's basically irrelevant. If you're giving someone an unbiased opinion about a product or service, that's not advertising - it's a review.
At its core, marketing is all about creating information asymmetry. You're not informing the customer, you're persuading them. They're opposites.
At its core, marketing is all about creating information asymmetry. You're not informing the customer, you're persuading them. They're opposites.