The development of advertising in recent years has increased the need to understand what macroscopic character it has from a socio-economic viewpoint. Since advertising is functioning within society as a sub-system of the total social system, it has close relations with other sub-systems of society. As regards the relation between advertising and society, traditionally study has been advanced as a problem of what influence the former has on the latter. It has been research of the flow of influences from advertising to society, in other words socio-economic effects of advertising, with N. H. Borden's positive research making its representative one. In such study of the flow it has been assumed that advertising is an independent factor separated from various properties and conditions of society, the soil and groundwork of its development, and that the relation is solely the flow of effects from advertising to society. In the reality, however, advertising is not such a solitary existence but one subject to outside circumstances. That is, in the relation between advertising and society there are flows of influence from the latter to the former side by side with those from the former to the latter, say a relation of interaction. This means that even study of advertising-to-society influences must be developed based on the consideration of socio-economic properties and conditions defining advertising. This paper is an exploring research intended to investigate the relation between the two, especially the influence of society on advertising on such problem consciousness. Thus our fundamental theme is to clarify the intensity and nature of the relation between advertising and society, and further to examine to what extent social properties explain advertising. The flow of our analyses is as shown in Chart 1.