Because of strong progress of mass media, the trend of creating universal informational medium is obvious. As a product of alien informational culture is easily accessible for everyone, it makes a strong influence not only on the national culture but also on an individual's perception of the world around him/her. Perception of alien cultural stimuli requires he/she adapt, to a certain extent, to the meaning of the system of values and communicational code.
Taking into consideration the aims of behavior and of persuasive communication, culture can be described as the values, attitudes, beliefs, ideas, artifacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as member of a society.
Investigation of the internal picture is one of the important aspects of the treatment. The main objectives of psychological counseling and rehabilitation is helping patients to change the system of relationships, which comprises the patient's attitude towards the disease, to own personality and to the environment in terms of his disease. This system of relations has mainly conscious character and therefore, should be directed to the formation of more realistic, adequate forms of personal reaction.
Advertising experts should take into account Georgian cultural values and their special traits, which will enable them to create such advertisements that will successfully persuade Georgian customers and consumers, consequently increase sales, and boost service.