Why advertising needs values

Corona, war, energy crisis, inflation ... in the last three years, people have had to cope with a lot of "bad news". In addition, there has been a loss of confidence in the crisis management of politics, with right-wing populist movements gaining strength at the same time. Many Germans are exhausted, despondent, disappointed or even angry. What role can brands and advertising play in the current state of mind? And which messages are received or rejected by consumers?