Sut Jhally, professor at the University of Massachusetts who won the Distinguished Teacher award, wrote in his essay “Advertising on the edge of the Apocalypse” that: 20° The advertising of the century – the most powerful propaganda in human history – will destroy the world as we know it. The survival of the human race will depend on our ability to minimize the harmful effects of advertising. These effects will have lasting impacts on our culture, joy and future. According to Karl Marx, capitalism depends on the sale of raw materials. If not enough raw materials are sold, companies cannot grow or survive. This means they have to find a way to sell their products otherwise they will die. This problem has given way to advertising, a way for companies to present their products in a way that makes potential consumers want them. The propaganda campaign has grown very rapidly, as a staggering one hundred and seventy-five billion dollars a year is spent on advertising. Ads of which could exist for anything from pencils, laptops, dishes, food and sports. Advertisements can be found anywhere: under your feet, on a building, on TV, on the Internet, in a magazine, and more. A business will want to know the power and effectiveness of their ads and know the company they are targeting. This is why companies need to know the cultural role of advertising, not that of marketing. The cultural role tells an organization not only about values ​​but also about notions of good and evil, mortality and immortality. This information is important as it helps them formulate their advertisements in a way that profoundly influences consumers' emotions. Advertisers are very good at influencing consumers' emotions. They send the message... middle of paper... or obstacles to our survival as a species." Getting out of this situation will not be easy, it will require an enormous amount of work. It will require a society to act for the well-being of the future, not only for immediate needs. I should not be too optimistic about the possibility of cultural change. Collective values ​​that recognize individual rights and creativity are essential in the struggle for social change; For this to happen, advertisers must try to convince the population that a society that does not reject individualism but promotes creativity is desirable. After all, the stakes are too high to ignore the global crisis and leave to our generations future an uninhabitable world.