Abstract:

The criticizing of advertising has been growing for the last several decades. The advertisements are criticized because of the impact on society and individual persons. The criticism covers esthetics, economics, culture and other relevant areas. The constant ground for discussion about ethical advertising has been the difference between the objectives of advertising information and attempt to persuade. The self-evaluation in the advertising is defined as a persuading based on the presentation of perfect image. Such an action helps the commodity to become the symbol of perfection and is directed towards the users, who buy “perfect” goods because they want to maintain their image. However can the goods be perfect? Is not it simply a disorientation of the users?