Emad Aboaasi El Nimer2026-03-222026-03-222019http://erevistas.saber.ula.ve/index.php/sapienza/article/download/15035/21921926134https://andeanlibrary.org/handle/123456789/70188In this article, it is revealed that advertising within capitalism has double standards: it induces excessive consumption of goods and services, but also generates collective dehumanization. In this sense, as a mechanism of rehumanization and social transformation, it is proposed to design advertisements that  promote the development of the individual in their environment. From the intellectual work, and from the paradigm of the transcomplexity, raised by Gil and Toba, some clues will be given.esDehumanizationCapitalismSociologyConsumption (sociology)Goods and servicesWork (physics)Mechanism (biology)Welfare economicsHumanitiesAdvertisingarticle