DOI: 10.36347/sjahss.2017.v05i07.007

Pages: 692-698

The aim of advertisements is to sell products, services and ideas by means of persuasion. Being paid commercial announcements, it is a bit surprising to see that advertisements are imparting value education. Generally this task is entrusted to family, school, religion; literature etc. TV advertisements are structured in ways that take cognizance of human attitude towards values. They capitalize human psychology, choices, preferences, likes and dislikes. They positive affect Indian culture these days. India, being a country of unity in diversity, ads play a reformer’s role in terms of binding people together and thereby bringing about national integration. This paper identifies and explores values embedded in eight tv ads in the light of the theory individual response to mass media propounded by Green and McAlister. It also contends that this kind of value orientation is a positive sign as it is instrumental in both restoring values and solving the contemporary social problems.