I think advertising has a role but it’s amplifying an existing cultural value rather than creating one. A culture which conceives of itself as capitalist naturally encourages thinking of wealth as your score and at least in the U.S. we lack much counter pressure pushing other values as equally important. Even things like religions which discourage this have been distorted to fit, as anyone who’s ever seen a prosperity gospel believer try to talk their way around the clear meaning of the needle’s eye parable can attest.

I think this comes back to basic primate social dynamics. We evolved tracking our social standing relative to others and wealth is pretty easy to compare. Advertising exacerbates that tendency but I don’t think there’s any way to get rid of it with standard issue humans.