 

 86071610807              
              235207                 
        58     
      38  




Advertising is a phenomenon that has become an inherent part of the modern mass culture and social life as a result of the rapid development of the consumer market and the explosion of mass communication. Nowadays, it may be difficult to imagine streets without large billboards and the television without films being interrupted by spots advertising a variety of products - advertisement are everywhere to make our choices in buying products easier. 
However, advertising is an issue that raises many fears about its ethical aspects, which mainly concern misinforming and different ways of manipulating on the viewer in order to make their attitude towards advertised products possibly most positive. 
Recently, there has been a strong objection in the society against methods used in advertising to influence consumer deception. One of them is giving information  which are not always true - like persuading the viewer that some scientific authorities approve to the products or giving the impression that buying something could make people healthy or happy, depending on the kind of product advertised. It refers to an even more serious issue - creating a disturbed picture of reality, in which people live in perfect happiness. 
This may be the case especially when we consider the way that advertisements influence children, who are less critical and more vulnerable to different ways of persuasion, and the authors of advertisements often make us of it, addressing some of them to the children, which also seems to be unethical. 
Another issue that raises fear about the influence that advertising can make on the society, is that is a part of the mass culture that greatly contributes to the vision of lifestyle promoted by media, in which materialistic values, like consumption and good looks, are in the very centre of attention. 
To sum up, it seems obvious that advertising has many negative consequences. However, I don't think it should be removed from the mass media. Firstly, it would be simply impossible, as it has become an important part of the modern lifestyle and a large business and secondly, although it often happens to be misleading, it actually is as source of information about different products appearing on the market. However, I think there should be some regulations setting the limit of methods which can be used in advertisements. Also, people should be always aware how deceitful  advertising can be, and be always careful watching it. 


