Adds value from the perspective of the seller, sure. If I buy the honey nut cheerios vs. the off brand honey oats, I've received poor value because I've paid more for the same thing. And it's only adding value for the seller if they can sell the product for more than they pay in advertising - if this wasn't the case, people would not advertise because they would lose money.

I'd also like to suggest that the Soviet 'underconsumption' you speak of might be better characterized as 'proper consumption'. It's not a mandate that we buy a product just because someone's selling it.