(FORTUNE Magazine) – A defining characteristic of the human species being the ability of every one of its 4.8 billion exemplars to identify enlightened public policy with his own material well-being, some folks may soon intuit that this item fails to meet Keeping Up's normally towering standards of objectivity because when all is said and done, a certain famous fortnightly receives advertising revenues and so your humble scrivener is somewhat conditioned to equate anti- advertising policy recommendations with rickets in his own household. So it is odds-on that Unesco Director General Amadou Mahtar M'Bow of Senegal, who hews to an alternative perspective in re Madison Avenue, will now go around saying that Mass Communications and the Advertising Industry did not get a fair shake in these columns. What old Amadou will doubtless be alleging on the nearest op-ed page is that yours truly dumped on the aforesaid publication of the United Nations Educational, Scientific, and Cultural Organization because it not only denies that more ad pages translate into an upwardly spiraling universe but affirms that advertising agencies are a major menace ideology- wise. Okay, okay, it does not hold advertising to be an unqualified evil. To be utterly fair, there are passages in the Unesco publication depicting admen in a remarkably good light. In the Soviet Union, for example, they promote ads whose main function is ''to form rational needs.'' Also ''to form higher standards of taste.'' And yet M'Bow is bound to be suspicious. He might even wonder whether the present writer is biased against agencies favoring a New World Information Order, which would evidently require government licensing of journalists, this being one of numerous last straws that led the U.S. and Britain to finally wave bye-bye to Unesco in recent years, thereby forcing the agency to cut its staff, precipitating an all too brief hunger strike among certain employees accustomed to living high on the hog after being assigned to work at the Paris | headquarters. But about the threat of advertising in Western countries. Mass Communications says, for openers, that agencies have a near monopoly on all human skills there. (''The advertising agency is the key assembly point of the society's most versatile talent in . . . writing, film, television, and drama.'') Next the Unescoites postulate that Madison Avenue commits ''systematic ideological reinforcement'' of capitalist doctrine. Then they aver that ad agencies are dedicated to promoting the ''consumer mentality that advanced capitalism requires.'' And that comes so naturally to staffers in Paris.