Advertising as a regulator of behavior in a consumer society

The article carries out a philosophical analysis of advertising as a mechanism capable to regulate the behavior of individuals in a consumer society. The specificity of advertising in the consumer society and its functions are studied in detail. The author argues that the advertising by its social function capable to form behavioral attitudes in the society, to promote the emergence of new needs and values. It is emphasized that considering all the possibilities of the advertising, it is necessary to take into account all the constraining factors in the influence of the advertising message.