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This research is investigated a relationship between life values and attitude towards advertising, which included life value appeals. People s life values based on Kahle scale of eight items and their attitudes about advertising posters are created ourselves. The research s results have highlighted practical implications for advertisers and marketers, so that they can understand consumer behavior towards advertising. Especially in today s world of booming advertisement industry, as such they are able to make more efficient their advertising, not to overdo nor underestimate its effects on customers.