THE ROLE OF THE ADVERTISING IN SOCIAL VALUE EROSION

Abstract

In general, it is known that, in particular, commercial advertising has a negative impact on audiences, has weakened the values and ties that hold the society together, and there are seriously critics about its role in resolving of social structure. There are serious allegations that advertisements destroy the cultural values of family and society with misleading, fictitious and untrue content, corrupting relations, accustoming consumption to new (global, imperialist and ideological) "values" and enslaving individuals and society by objectifying them. In this study, worked out firstly the concept of advertisement and the definition, characteristics, classification and function of value. Furthermore, are focused on the importance and role of values for social coexistence. Moreover, in this article through a literature review, descriptive and interpretive method has worked out the assumption that advertising trivializes existing lifestyles in society, suggesting a new and fictive way of life, and thereby destroying the traditional structure of society.