This study examines the current structure of advertising, its form, content, types and effects from an Islamic point of view. Presuming the fact that advertising has been developed in cultural and social system of industrial societies and in modern age, the first step in re-defining it, based on the Islamic thought, has been supposed to identify its principles, factors and agents in current situation.

This study aims, by handling the problem, to start a motion as the process of re-defining the idea of advertising upon the Islamic thought. Therefore, some notable analytical and historical surveys of the subject has been gathered and studied (analyzed) in order to determine the role of this study in this process.

Finally, those principles and goals of advertising, which oppose the Islamic thought, has been noted and, considering the micro and macro approaches, an appropriate structure upon the Islamic thought has been proposed.

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