广告文化批评的最重要范式是法兰克福学派对广告制造虚假需要的指责。结构主义和符号学的影响使人们注意到任何物品都是带有符号价值的,这种观点的极端形式不但挑战广告创造虚假需要的说法,而且挑战马克思主义在分析资本主义社会时对生产过程的侧重。但相关研究表明,马克思主义的拜物教概念可以为当代的广告文化批判提供新的可能性。 The most important paradigm of advertising cultural criticism is the accusation of the Frankfurt School for the false need of advertising. The impact of structuralism and semiotics draws attention to the notion that anything is symbolic. The extreme form of this not only challenges the claim that advertising creates false claims, but also challenges Marxism in its analysis of capitalist society Emphasis However, relevant researches show that the concept of fetishism of Marxism can provide new possibilities for contemporary ad culture criticism.