Final answer:
Bernbach had a critical attitude towards advertising, believing that it could discourage the media from addressing important issues and promote biased agendas.
Step-by-step explanation:
Bernbach’s attitude towards advertising can be described as critical. He believed that most mass media, due to their reliance on advertising for revenue, may shy away from addressing challenging social and political issues. Advertisers tend to prefer cheerful contexts for their messages, which can lead to biased agendas and a limited representation of critical views. Bernbach's perspective suggests that advertising can hinder the prominence of important discussions in media.