Chapter IV. Advertisement and “mass culture”
It is not possible to speak of a " mass culture " , without advertising, to this powerful media of social consciousness in modern capitalist countries. Mass culture and advertising are linked to close ties. In all differences, both have common ideological functions and are actively supported by each other. It will not be exaggerated to say that “mass culture”, as it exists today, would not be possible without the assistance and support of advertising, nor would advertising have received such development without the participation of “major culture”, Of course, the phenomenon of modern advertising is extremely complex and has many aspects, including economic, trade, demand and supply-side formation, purchasing interests, etc. Without addressing all these issues, we will turn only to those parties in advertising that will link it to a " mass culture " .
Its consumption is determined by the laws of demand and supply, the laws of the market. In this regard, each " mass culture " facility should have a " built-in " advertisement that facilitates its implementation, sale ... As a part of pop culture and with all the relevant characteristics of this phenomenon, the burial advertisement is a distinct " pop propaganda " . And that's her main purpose.'