The of the individual is the feature the most connected with susceptibility on the persuasion. She the more considers herself for the person little valuable, he undergoes arguments havings of her more the easily to convince. The person about high can survive certain conflict, if he affirms that her opinion is discordant with the extremely credible sender opinion. He steps out then small conflict at the person about low or doesn’t have him at all - because she doesn’t have the high opinion about her, he is probably convinced that wanting to proceed justly, he’ll do better when he’ll adjusts to the sender recommendations.

Three basic functions connected with the way of the influence on the potential consumer are attributed advertisement as the instrument of the transport on the market. They’re this: information, persuasion and reminding.

The informative function satisfies the endeavour of the individual to the “being informed”. The advertisement delivers the consumer of information on the subject of products and services, facilitating him getting to know in their proprieties, and influences the accomplishment of the choice in the effect. The buyer first of all will buy the products about which crossing next to these indifferently he is informed about which nothing knows.

The function perswazia already relates to products present on the market mainly
and being in second phaze of the life of the product - the saturation of the market. Function this affects on our need of rivalry and risk, he’s meanwhile on the aim induces the customer to the purchase through the various kind competitions, prizes, reductions and promotive offers.

The old principle “persistent repetition” , present in the communication mass from he answers third function of the advertisement above the half age - the function. He is aim her supporting the interest given goods and “rejuvenation” him on the market. She relates to the customers who they in the past already purchased the given product or used the service and stayed to her convinced. It is the “threshold” here remembering about the qualification worth the advertisement. He exists, for the threshold of the quantity of repetition of the advertisements by their multiple emission in the radio or in the television or multiple puts in the press, below whose advertisement impercepted stays, and every ineffective goes for this. He the “persistent repetition” is important about, so much, that - according to American Association of Advertising Agenties - in present-day times average recepient comes across daily on about 1600 advertising announcements of which he notices 80, and reacts with the interest on 18..

Two the next functions of the advertisement this: the economic function - she works on the endeavour to the economy, because the advertisement reduces the costs of the distribution of the product, thanks to information on the subject the articles, places and the forms of the sale and social-educational function, consisting in delivering the knowledge about the way of applying the products, affecting on the principle of propaganda
and influencing the change of the definite standards of behaviours, the style of the life, put aesthetical, etc .

The public opinion little influenced about advertisements havings to sail recepient beyond the control of the consciousness before the end of years 50-these. In 1957 Vance Packard in his publication pt. the “Hidden persuasion” he disclosed what scientists handful knew earlier. He claimed that 2/3 the largest advertising agencies had using the discoveries of psychology, psychiatry and sociology to manipulating consumers.

Numerous investigations and experiments the later summers confirmed the real influence of advertisement directed on recepient (money transfer sublimal)subconscious. On the example, in one of the experiments of the advertisement of cigarettes and Scottish whisky, using the feminine act the notice was prepared. Such advertisements happened for studied men group more attractive in comparison with the usual versions of these notices, though the sexual plot itself didn’t reach to their consciousness completely.

The only small part of information to the human consciousness reaches from the ones who he receives and sorts the subconscious. She is the system of the filters maintenance of our consciousness in relative equilibrium is whose task. The subconscious and holds the control over the consciousness consisting from complexes, needs, feelings, reflexive behaviours m.in., etc .

The justification of the consumer by who one can appeal to not doned, not admitted to the consciousness conflicts, the feeling of inferiority, the need of compensation is the proper field of her working in the talked over case.

Recapitulating - advertising money transfers so and different undergo the selection by the subconscious, that is shaping definite reactions they influence her. They’ll affect on the consciousness in the similar way (they attack her).

Influences exerted on the personality by advertising programmes, they induce to the purchase of various products and services, independently or we’ve on this the readiness if we them need and or we can on not to let. These tests of the influence had begun been treated as something obvious with the time, however they wake the anxiety in some cases continually. This results
from the feeling of the threat of the individual. State this results in the turn from the fact, that the liberty of making the decision by the individual is limited by the advertisement. He just depends how he’ll react on the given individual - he’ll surrender the persuasion of the advertisement or defends his independence of the decision.

The susceptibility of the individual on advertising money transfers results from consent on instructing - on this, someone different spoke we should what do. That consent isn’t unlimited. Mine it his uwarunkowania and end which the defence of the own identity is. Instructing this is first of all the endeavour to the change of attitudes of instructed. The concurrent conviction be can the justification that he happens in recepient business that one but aims to improvement of his existence through this instructing, to his happiness.

The advertisement pretends often that he turns to exclusive recepient: he well-known personalities, experts, gourmets, itp. privileged men however turns to the concrete individual which is then more susceptible on the receipt of advertising money transfer just addressed to her the most Often - only, the most important recepient. Motivate this to these, that “many people live in the feeling considerable odindywidualizowania. They get the feeling of the appreciation thanks to the advertisement. They don’t wonder over this if this is the mystification, they want to live in this delusion”.

The next feature influencing on the susceptibility of the individual the advertisement this ability to decoding advertising money transfer. Decodes the advertisement this attribution the definite meaning of to words, paintings, sounds used to her coding. Interpreting the advertisement the potential consumer estimates the meaning for his system of value, knowledge, opinions, the style of the life to passed on by her content.

The purchase of goods be can the reaction on decoded advertising money transfer, but also: the realization of oneself, that the advertised mark at all exists, the change (or the consolidation) the attitude in the face of marks, change (or the consolidation) the image’u of the mark or the development of the desire of the possession of the given product.
According to Russela and Colley’a the potential customer has to be the existences of the given mark of the firm conscious. He’s to understand, he is what the given product and what he offers him advantages. He’s to take convictions to the purchase. He at last has to take hold to the working.

The model Colley’a DAGMAR is the example theory the hierarchy the effects, which founds, that the condition of the achievement “higher rung” (e.g. the conviction to the purchase) there is the achievement of the “lower” rung (e.g. the understanding, he is what the product and what he offers the advantages). The hierarchy of effects founds that the consumer learns first. His attitudes, opinions treating to product, mark change under the influence of captured knowledge. This working later provokes, that is the purchase.

By would find and self - characterize the elements of the personality of the man to who usually the creators of the advertisement appeal both would belong first to define the key notions advertisement and personality are which.

In general understanding the advertisement this disseminating the message about services
and goods in the aim of influencing the shape of the supply. American defines the Marketing Association the advertisement as the every paid form of impersonal representing and advancement of goods, services and idea by the definite sender. Many present definitions define the advertisement as “the communication mass”.

The advertisement affects first of all on human senses. The advertising announcement has to become hears, sees, read. Every advertisement fights for eyes and recepient ears, he wants to contact oneself with different advertisements. The effect depends however on many additional circumstances: the aim of perception, putting and recepient, mutual reports and the context of advertisement, the relation of form and contained contents in advertisement to recepient, the character of the scripts of receipt, the character of the sequence of experiences attitudes attention.

Reading the advertising announcement requires forms and the content of the announcement with the code to the agreement, that is recepient cultural competence. It consists in the passage from the consciousness that one perceives something, to the consciousness of this one perceives.

The sender aims to this so that recepient doesn’t have any problems with her interpretation after reading the advertisement - that is the full understanding of content and the messages of the advertising announcement. That is why the creators of advertisements use universally comprehensible conventions
and symbols. The interpretation of the announcement happens on the basis of the acquaintance of the system of signs, sender, the common consciousnesses of sender
and recepient communication reports and the context of the interpretation intention.

The interpretation precedes memorization and assimilating the content of the announcement. It’s to concern this, what in the advertising announcement the most important - that is he shadows inducing. To happen this in direct way theses maybe subconscious. Assimilating is the special “expression of the agreement” he shadows recepient on duration
in his memory of this.

The next stage this the internalization of value and the present messages in the given announcement, what moves or to the consolidation of the given value, or to the change of this arrangement.

He sets with strenghten or the change of the value simultaneously strenghten or the change of attitudes, that is the totality of instruction to the estimating and emotional reacting and convictions of the relating features of given goods, as also susceptibility to such and not different behaviours, that is to the purchase of given goods or service.

The effectiveness of the advertisement is the key question - the good advertisement this the effective advertisement. The demand on advertised goods first degree of the effectiveness of the given advertising announcement is enlarged. He is second degree enlarged the interest different goods or the services of this alone firm. Third - that demand
and the interest lasted possibly long. Fourth degree of effectiveness is being consolidated goods or firm in consciousness and habits more than one generation,
and practically the consolidation in the social consciousness despite changing generations.

About 70 years ago the Daniel Starch he qualified the criteria the effective advertisement has which to fulfil. She should is noticed (Attention), to arouse interest, (Interest), wake up the thirst of the possession of the product (Desire) and provoke to the working, that is the purchase (Action). AIDA functions the model in the marketing literature as the model the translating way of the influence of the advertisement.

So many preliminary profile of the notion of the advertisement, that is factor influencing on our personality. This last is the structure, consisting from consciousness and subconscious. This two - plane in the practice still expands the possibilities of the influence on recepient more.

Obviously the advertisement, similarly as different forms the word, he’s his own conventions
and styles about which propeling the matters of her veracity you should remember. Recepient know well that the advertisement uses certain rhetorical and symbolic exaggeration; this can be received and admissible practice decent in borders.

The fundamental principle exists however, in the thought which the advertisement can’t consciously aim to introducing in the mistake, independently from this, if this acts directly, indirectly, if by the relinquishment.

In to be in force owing absolutely to the advertisement the order of respect of human person, her right and the duty of responsible choice, her internal freedom; all these values would be trampled under foot, if it was appealed to the man the lowest susceptibilities or if his ability to the reflection would by to be limited and to making the choice.

They’re not this type of the abuse the only theoretical possibility, but they really step out today in many advertisements. The advertisement can offend the man dignity, both by his content — this he is advertised and advertised in what way — how and by his influence on recepient. We can speak feel about alarm call greed, vanity, jealousy and desire and about the technicians who they manipulate the human weakness and use her. They become „relays of the distortions of the vision of life, family, religious and moral values, the vision of the not respecting true dignity and destination of the man ”in such cases of the advertisement inevitably.

Problem this is particularly serious, when he relates to groups or persons category more than different sensitive: children and youth, older, poor persons and culture handicapped.

The considerable part of advertisements addressed to children publicly tries to exploit their credulity
and susceptibility on influences, in the hope that children will exert the influence so that he buys the articles which won’t bring them no true use on parents. The advertisement this kind offends dignities and right both children violates, how and parents; he enters in parents-children reports illegally and tries to manipulate her for his aims. He moreover the advertisement of certain kind, and directed to old people and culture handicapped particularly, seems to use their fears, to to induce them to ; destination of the part one’s of limited supplies on the purchase of articles and services about the doubtful value.

Advertisement and social responsibility

The social responsibility is the notion so wide, that propeling this subject some can here talk over only from numerous problems and threats connected with the advertisement.
Belong to them the ecological matter. The advertisement which propagates the style of the life consisting in squandering supplies and the robbery exploitation of the environment causes serious ecological damages.

The advertisement which imports the man development to purchasing material goods and which propagates the wasteful mode of the life, he expresses the man false and insincere vision, harmful both for individuals, how and for the society.

When the individuals and community know that moral, cultural and spiritual requirements are not warned closely, leanings on the dignity persons and on the own identity of every community, beginning from family and religious associations, then whole the rest — administering the goods, the abundance of in the everyday life servants technical supplies, certain level of material prosperity — they recognise as discontent, and on long finish line for the thing not to the party. Basic duty of the creators of advertisements, similarly as all different professionally working in the different centres of social money transfer, is to be spokesmen and the promotor of the authentic vision of the human development, in his material, cultural
and spiritual dimensions. Social money transfer answers this principle he is the word of true solidarity. Social money transfer and solidarity are inseparable in the creature, because solidarity appears as the consequence true and corect information and the free exchange the thought, which favour the meeting and respect of second man.

The fancy to violence is very primitive attitudes
in the experience of the mankind, the expressing darkest dimensions of the human nature wounded by the sin, and to pornography. Yet they spread on the wider scale in
and serious social problems create. The centres of money transfer make accessible pornography and the paintings of the violence of wide the public in period of more and more large confusion in the sphere of moral values, in this also youth and children. This depraving practice was some day limited to rich countries, he however begins at present to lever up the moral values of countries developing for the matter of the centres of money transfer.

We also turn back the attention on certain special problems which the advertisement creates when he touches the matters of religious or definite matters havings of the moral dimension.

They use religious motives in the cases of first kind of the creator of commercial advertisements sometimes or use offences and figures from the sphere of the religion to sell definite articles. One can act this in the way marked with the due respect and not awaking, but this is practician blameworthy and offensive, when he treats religions instrumental or in the way disrespectful.

He advertises products in the cases of second kind sometimes or one propagates attitudes and the patterns of behaviours conflicting with moral principles. Let’s quote as the example the advertisement of the contraceptive and atypical centres and products harming the health here, helped by rules advertising campaigns on the thing of the artificial control of birthday, called so „safe sex” and this similar practices.

If the given advertising undertaking has to induce people to making the decision
and to the working in rational way and morally good, with the true use for oneself alone and for different, you, which these undertake the initiative, they proceed in the morally good way; if however, just the opposite, she’s to induce people to committing bad acts, harmful for them alone and destructive the authentic community, you which they undertake her, they perpetrate bad.

This also relates to the centres and the techniques of the advertisement; applying is morally inappropriate the immoral and depraving methods of persuasion and justification in the aim of manipulating recepient and exploitation of him. You should pay the attention to special problems connected in this context and so the called indirect advertisement which tries to induce people to the working in certain definite way on the example to purchasing definite articles, but this acts so that recepient don’t pass in the full matter that they’re subjected her influence. To advertising techniques, about what here the speech, the ones who portraying them in the context present certain articles or the ways of the conduct, also belong how the most attractive and shaping with popular and universally well-known figures. These techniques can join money transfers subliminal (subliminal)with the use in extreme cases.
We represent so below, though only in very general way, chosen moral principles, treating in the special way to the advertisement .

We’ll talk over three from them briefly: the principle of veracity, the respect person and social responsibility of to the dignity.

The veracity of the advertisement

He also happens today that some advertisements are the growth on purpose lying. Usually the problem of the truth in the advertisement however is somewhat more subtle: thing not in this, that the advertisement passes given publicly false information, but that introducing elements seemingly true can disfigure the truth, or making no mention essential facts. Truth
and freedom, both on the individual plane, how and social, they’re inseparable; without truth as foundation, the point of exit, the criterion of distinguishing, opinion, choice and working, using the authentic freedom impossible is. The catechism of the Catholic Church, quoting Watykanski Council II, he recommends so that the content of money transfer is „true and full, near the behaviour of justice and fulness”. The content of information should moreover is passed on in the „decent and suitable” way.

Also in countries, which after many decades of the rule of systems centralized, controlled by you closely they try today to develop the market economy, the answering need and the persons businesses, these endeavours are made difficult by the advertisement which disseminates of attitude and value offensive human dignity
and common good. The problem becomes particularly serious, when dignity
and prosperity and the weakest members of the society come in what happens often in the game. You should always keep the consciousness, that they exist the good which can’t because of their nature and shouldn’t sell and buy”, and to avoid „idolatrous” attitudes in the face of the market which near the share of the advertisement disregards this fact about the key meaning.

The political advertisement can help and stimulate the development of the democratic process, but he can also block him. He happens so on the example then, when the high costs of the advertisement limit the political rivalry to candidates or well-off formations or force applying about public positions to the resignation from their principles and autonomies by dependence oneself from the financial support of the groups of businesses .

It is also the obstacle for the democratic process such the political advertisement, which instead of be the tool of the reliable performance of opinions and candidates hitherto existing accomplishments tries to represent in the false light opinions and enemies accomplishments and he levers up their reputation groundlessly. He happens so then the when advertisement he appeals to the emotion and to low instincts, to distrust and hostility in the face of different, to racial, ethnic superstitions and this similar instead of to the sense of the justice and to the common good.

The harmful influence of the advertisement on the culture

The advertisement can also sail harmfully on the culture and on cultural values. They spoke previously about economic damages, he can what do countries develops the advertisement propagating consumpction and you Should also remember the models of consumption marked with the waste about cultural damages done these countries and their occupants by the advertisement whose content and methods reflect values predominant in developed societies, and stay in the conflict with the healthy, traditional values of local cultures. Today this type of domination and manipulation, made through the centres of money transfer, he wakes in countries developing the well-founded fear before developed countries, and also anxiety „minority in some countries”.

Indirect the but overpowering influence exerted by the advertisement on the centres of the social money transfer which are become addicted from incomes coming from this source he wakes still the different kind of the fear about the fates of the culture. To attract in the conditions of the competition as the widest the public and to make accessible the centres of money transfer can the temptation undergo — and in the reality less or more hidden pressures of resignation from artistic and moral values on the thing of superficiality, vulgarity and practician morally not decent.

The centres of money transfer can also the temptation of ignoring the educational
and social needs of recepient certain categories undergo — children, older, poor — which they don’t answer the demographic criteria (age, education, income, consumptive habits) of these groups of the desire to reach.

The level of the centres of money transfer clearly drops in the consequence and their moral responsibility weakens.

The advertisement too represents in the wicked way certain social groups, portraying them in the unfavourable light in the comparison with different often. This relates especially to the way how the advertisement taktuje women, their exploitation in the advertisement is the abuse which he steps out often and deserves on the condemnation.

The harmful influence of the advertisement on morality and religion
The advertisement can comply to the orders of the good taste and to elevated moral principles, and be sometimes even morally edifying; vulgar
and depraving the time however tends to be. He appeals consciously to such attitudes often how envy, greed. Today some creators of the advertisement on purpose also try to shock and excite, using unhealthy, perverse
and pornographic contents.

Though it still stayed to making a lot of, many concrete workings were already undertaken in this field. Expressing oneself on the subject of the advertisement pope Paul VI expressed the thirst so that Catholic institutions „they knew attentively to follow the development of the modern techniques of the advertisement and to use them to propagating the evangelical address suitably, in the way answering the present.

The advertisement isn’t from her nature neither good neither bad. He is the centre, tool which one can well or bad use. To bring maybe and he brings positive effects, such more than once as introduced above, but he can also exert and exerts the negative influence on persons and societies often.

Which advertise harmful articles or entirely useless which praise the non-existent advantages of the sold goods which they exploit the man the lowest susceptibilities, harm the society, and at last only lose credibility and good reputation. But they bring damage to persons and the family also which receiving the centres in this way on the satisfaction of basic needs to buyers they create fictitious needs and insistingly encourage to purchasing superfluous goods, . They should also avoid the shameless using in the advertisements of erotic and sexual contents in commercial aims and techniques appealing to the subconscious which are the attempt on buyers freedom.

The harmful influence of the advertisement on the economy

The advertisement her part as the sources of information, if he skips or conceals essential facts. The informative function of the media itself can sometimes be threatened also, when try radio to exert the pressure on publications or programmes — the television, they didn’t propel the subjects which could turn out inconvenient or uncomfortable. The advertisement however is applied not only as the organ of informing the most often, but also the persuasion, to induce recepient to the purchase of concrete products or using services, he the field can just to special come abuse to the support of indicated itp. institutions On this .
The practice of the advertisement of the products of the definite mark can join with serious problems. Only very insignificant differences exist between the similar articles of the various mark often and the advertisement can then induce recepient to making the decision on the basis of motives, instead of to show on the differences the quality and the prices the articles as on the criterion of the rational choice.

The advertisement can be the tool of propagating the consumptive mentality. The thirst, to live better, he isn’t bad anything, but the style of the life which places the endeavour higher would’ve, than be to this, and he wants more to have to be more not after this but to experience
in the life incorrect is as the most pleasure. Claim sometimes that creating the demand on articles and services also belongs to their tasks, then the inducement of people to the working under the influence of the strong thirst of the possession the thing and using the services which they don’t need means. Appealing directly to instincts, man and ignoring on the various ways of the free and sensible personal nature, he can lead to producing consumptive habits and the styles of the life objectively wicked or harmful for the physical or spiritual life.

Such practice, if he is applied in the well-off society, he makes up very serious abuse, the offence of human dignity and common good. But the abuse is still more serious, when the of attitude and value are disseminated by the centres money transfer and advertisement in countries developing, they deepen the crisis social where — economic, and they bring damage to poor. Well-thought-out utilization of the advertisement can stimulate developing to elevation of its level of the life cuts; however it harmful would be for them advertisement and commercial propaganda led without no distinguishing, their occupants the cost of countries which with the trouble try to pass from poverty to certain minimum of prosperity: could undergo the incorrect opinion that the progress consists in satisfying artificially created needs exclusively, and they would begin to squander on not the larger worship of their with damage for real needs and for the true progress.

The advertisement can play the important part in the process, which lets system economic, leaning on moral norms and on the principle of the common good, to contribute to the man development. He is the indispensable mode, enabling functions modern machines market economies, what exist or come into being
in many parts of the world, and which — if they warn moral norms leanings on the principle of person and worry about the common good integral development — they appear as „the most effective tools of utilization of supplies and satisfying needs” economic social at present.
The advertisement can be the useful tool in the system of this type, bear letting the honest and morally responsible competition, which contributes to the economic growth, and he serves authentic the progressive mankind.

The advertisement achieves these aims among others through informing people about the accessibility of new articles and services, recognised for attractive justly, and he already helps earlier present on the market, by what to make about accomplished improvements in products to consumers decisions in the way informed and well-thought-out, he contributes to the growth of efficiency and the fall of prices, favouring the economic progress stimulates, the developmental production
and trade. This can contribute all to creating the new places of the work, to the growth of earnings and assurance all more decent and human level of the life. To also facilitate funding publication and programmes radio maybe — television, in this also church, which they’re the source of information, entertainment and inspire for the nations of the whole world

The profitable influence of the advertisement on the politics

The political advertisement can bring in the positive contribution in functioning the democracy, similarly as he contributes to material prosperity in the market system inspired norms moral. So as the free and responsible centres of money transfer help tendencies to oppose to the monopolization of the power through oligarchy and the groups of businesses in the democratic system, the political advertisement can so also bring in one’s contribution here, delivering information on the subject of idea and the proposal of political parties and candidates, in this also new candidates, not well-known so far the public opinion.
The profitable influence of the advertisement on the culture

From the regard on the influence, what the advertisement exerts on the centres money transfer, which are from her dependent on as they can also sail favourably contents passed on by the media themselves from the source of earnings. They can act this help the production of programmes
about the high intellectual, aesthetical and moral quality, which take into account the interests of the public, and above all supporting the programmes designed for the minority groups about which he too forgets easily.

The advertisement can oneself moreover contribute to the progress of the society, if he affects budująco and inspire on recepient, induce them to the conduct in the way, which will bring them the use alone and different. The advertisement can make pleasant though by typical for her feeling of the humour, good taste and amusement style. Some advertisements are the masterpieces of the popular art, the full original ideas and the unique charm.

The profitable influence of the advertisement on the moral and religious life

In many incidents also social charitable institutions, in this also denominational, they use the advertisement to disseminate definite contents; religious or patriotic contents, calls can be this to tolerance, compassion, altruizm, mercy in the face of being in need; they’ll bring up contents relating to health and education, constructive
and useful contents, which and induce people towards the good on many ways.
Presence in the sphere of the centres of money transfer, in this also in the advertisement, he is for the Church the today indispensable element of the general priestly strategy. This presence comes true first of all through the church centres of money transfer — press and publishing houses, radio and television programmes, Catholic productions and audio-visual itp. — but also through the secular media. The centres of money transfer can and should be tools in service led through the Church and the new evangelization of the present world.

You should affirm that her material object makes up human working, object applying settled the moment ago notions to the formulated previously definition of the ethics meanwhile formal content — general principles moral and detailed norms, saying briefly, the morality of working. The matter somewhat harder introduces with the indication of the formal object methodological of the ethics. Namely is he hidden in the deadline „philosophical science ”. He results from here first that he is the ethicist the integral part of the philosophy as her detailed discipline, moreover, similarly as every different branch of the philosophy, he aims to the proper explanation the object formal which the morality of the human working is.

The ethics as the normative science tries to reach these the right, which define the proper morality the transcendent reality in the relation to the experience, but for his mediation cognizable. This also means, that should concentrate the attention in searches behind the proper object of the ethics in grounds of the seen morality on this her area which is comprises in the borders of the formal object. The authentic figure of the moral existence only is shape can on this terrain, not meanwhile in sphere of material object constituted first of all by the acts of the choice.

The answer however on the question, where from the ethics draws given to the her considerations, he hides in the last element of the definition of the ethics, to expressed in words: inborn cognitive abilities. They mark the closely rational the and experience meeting to the previously given explanation according. These notions undergo certain modification in the question of the sources of the ethics. He goes about this that the subjective aspect of the cognitive functions of the human reason was underlined previously. We took under the attention this mainly that the reason made up certain specific ability of thinking abstract the, and also reflection over the conditions of the own moral consciousness.
The point of the weight moves in the side of the products of the human reason at present, expressing the objective aspect of the man cognitive strengths. The reason is now the source of the ethics in this sense first of all that he creates the notions and general rational principles which recognized for true sentences serve to the validation of suitable ethical sentences. The content of our moral convictions understands each other here on first place by the experience similarly, and now captured becomes what we survive as moral creatures and what the act to turned towards these survivals of the reflection of our mind.

Huge human and material supplies are designed on needs advertisements. The advertisement is ubiquitous to this degree that nobody can today avoid the influence of the advertisement in the present world. Even you which they don’t have the contact with the various forms of the advertisement personally, they stay in the contact with the society, with the culture and with the different persons who be subject to the good and bad influences of the every kind of content and advertising techniques.

Some critics estimate this reality in negative categories exclusively. They condemn the advertisement as the loss of the time of the talent and money, as the activity in the creature parasitic. The advertisement doesn’t have any spontaneous value in such perspective, and what her influence is absolutely harmful more, she leads for to the depravation of individuals
and society.

We don’t share this opinion. The voices of the criticism are after corect parts, and we alone we also represent critical opinions here. Yet also considerable potential of the good which the time finds the realization hides in the advertisement. This is some fields in which this possible is.

The matter introduces with the deadline „experience” somewhat differently. He usually expresses the totality of data got for the help of sensorial cognitive powers in the philosophy. In the ethics however he ranks to the category of the experience the reflection, the man makes what over own moral consciousness and her ideas, that is the ability of informing the conditions of the own moral consciousness to oneself. They’re this now intellectual acts, and he isn’t sensorial, turned towards equally intellectual acts having for the object of suitable moral contents.

The internal experience is the principal figure of the ethical experience obviously. The it of the data delivers about own moral contents survived, that is informed oneself by individual individuals. Experience such sets e.g. then, when I inform that I consider the lie the bad thing myself or that I proceeded saying of the truth well, although I’d to overcome the feeling of the fear.

There’re however bases to also talk about the external experience in the ethics. You should however remember that he walks again about the team of internal contents in the soil of the thing, that is survive intellectual various individuals. They the external experience become when externized become suitably, that is objectivized (e.g. for the help of speech or writing) and in this way made accessible different persons meeting.

The external experience can be twofold: current and scientific. First contains given got from people near the various opportunities of the everyday life, how second however accumulates the results of investigations over the moral consciousness of whole social groups, worked out by scientists representing such detailed disciplines, the ethnology, history and sociology. Scientific reports passing the matter from notions and moral principles functioning in the character of socially valid moral codes function as the particularly momentous part here. For the extension of the perspective of the ethical experience, and first of all the guarantee him of larger objectivity, the external scientific experience has the decisive meaning.

You should underline, that exhibiting in the definition of the ethics of the cognitive part of experience and reason expands and specifies the bases of the of ethical. Support on these two pillars of the human meeting comes the Christian ethics in the opposition both to ethical empiricism, how also ethical rationalism. He founds however the authentic understanding of the cognitive of the human intellect thanks to which he lies to obtain in his power from the concrete of the sensorial meeting of content about the character of universal important ethical notions.

In the thought of the philosophy the built correctly owing definition to contain the components which define three basic aspects of the suitable science in our incident of the ethics, and now her material, formal object and sources. Because certain differences set in the comprehension of deadlines „material object” among authors tomistycznych and „formal”.

Through the material object of the science (obiectum the material) he understands each other, generally peaceably, certain definite class of the objects which the given science deals with in her investigations. The material object of the given science makes up now his kind the exacting material from her side of theoretical study. This study in what consists, her formal object informs about this.

The formal object of the science is double: content and methodological. First of them expresses the suitable side relatively the aspect the material object, which the given discipline peels for special, that is the direct and principal object of his attention. The formal object content lays out the terrain of the investigation in this proper way to the given science . However the formal object methodological marks the received by the given science way of the approach to the studied by her object, that is this special theoretical point of the sight which in relation to this object occupies.