Advertising and Cultural Values: Reflections in the Distorted Mirror

This paper reviews the regrets and fears expressed by North American scholars about the commercialization of culture and presents a method for measuring the cultural character of advertising. This content analysis of manifest values yields a value profile of advertising and shows high consistency over time and across media. There is, however, a low correlation between this value profile and that of either the population at large or of heavy media users. This seriously challenges the conventional notion that advertising merely mirrors social values.