عنوان مقاله [English]
Nowadays, modern media for example satellite TVs with a global coverage and purposeful planning, try to replace their audiences' real Identities with western culture and values by penetrating into all aspects of personal and social human life. They do this work with a broad range of formats, gradually and of course without resistance. Commercial Ads are one of these influential media formats that beside the ultimate purpose of altering values, provide by changing attitudes and affecting masses, particularly families, required cultural contexts for the provision of material interests.
On the one hand, goods and services providers' increasing demand to find new markets with the utilization of all media capacities and on the other hand, families and especially couples that are main pillars of families, are always in need of learning, guidance and gaining experience for satisficing their needs. These two sides' needs have brought about attention to and an importance of commercial products' promotion. In the meantime, these ads' false guidance has become very dangerous for couples and caused numerous damages in the realm of family and couples' communication. The present paper tries with an archival method and with an emphasis on content analysis of some commercial ads, study some of these influences and damages.
Some of the most important of these effects include the change in lifestyle, weakening family base, lack of responsibility, the decrease in the emotional relationship, promotion of marital infidelity, causing mental illnesses, spreading immorality and promiscuity and financial losses.