This sales of the one image ‘ ‘ world perfeito’ ‘ it can be seen as one of the forms that the media confers sensible in the modern disenchanted world of Weber. Devoid of other values that they supply sensible and they guide its lives, thousands of people if become attached to the values of consumption as the way for the happiness and it welfare. It stops these people, the happiness standard starts to be conditional to ‘ ‘ ter’ ‘. ‘ ‘ An advertising not vende products nor ideas, but a model counterfeited and hipntico of the happiness. This idle and pleasant ambincia is not nothing more than what the pleasure of living norms according to idealized of the rich consumers (…) the advertising offers to our desires a universe to subliminar that insinuates that youth, the health, the virility, as well as the feminilidade, depends on what we buy. ‘ ‘ (TOSCANI, 1996, p.27 and p.28) It is possible to notice that the advertising looks for to vender, in diverse ways, proper ‘ ‘ felicidade’ ‘. Either in the propaganda of the cream that the woman makes to rejuvenescer 10 years in one week, in the one of the car that most makes the pretty man to be succeeded and or in the one of the apartment that brings harmony for all the family who in it lives.
E, in a devoid world of directions, times of ‘ ‘ economic crisis and espiritual’ ‘ (TOSCANI, 1996, p.28) the search for the product happiness becomes it reason of living of many people. these people, already devoid of direction, of affection and values finishes arriving at the conclusion of that never they will arrive to live of the form that the advertising nails. The effect of this is devastador: to each day that pass increase the depression cases, bulimia anorexy/and syndrome of the panic. We can say that the media advertising executive is today also responsible for a problem that arrives to affect the public health, what it points with respect to the dimension of its social function and its ‘ ‘ poder’ ‘.