By using somebody else's works you advertize the authors of those works (At least, among other programmers). Do you think it is cool?
This line of questioning could go up one more level and become "Programming Languages: Do you think it's cool to use those?" Because someone(s) wrote those too. I can continue this up to the types of computers, to the components, etc...
Monet did not make the brushes or the paint or the canvas (well maybe, not sure). But who creates those building blocks is not quite what stands out at the end.
Languages/Frameworks/etc were built and released to be utilized by the masses (or make money for the creators).
I think it's always cool. Be more efficient, reduce redundancy, promote other useful code.
If you're trying to learn though, reading and understanding the framework you're using is very helpful. There are always other things you can be programming and learning, not necessarily reinventing the wheel.
If using their work has saved you time reimplementing the same thing (but with more bugs) then don't they deserve credit?
Or put another way, stealing other peoples' work without credit (or paying them, depending on whether we're talking about free or commercial software here) isn't cool.
Of course, nobody's stopping you from writing your own framework, if that's what you want to do...
It depends on what kind of programming you're doing.
Are you doing it to achieve a finished program? Then a framework could save you a lot of time.
Are you doing it to create something truly original? Then a framework might simply tie you into an existing way of thinking.
Rembrandt made his own paints. Michelangelo selected his own marble from the quarry. Alan Kay said "People who are really serious about software should make their own hardware". The Excel team famously has their own compiler. The iPhone ain't just an alternate firmware for the Blackberry. ISTM if you want to be at the very top of your game, you've got to get down and dirty with the nitty gritty of it.
I don't know anything about advertising, other programmers, or what's "cool", so I can't respond to those parts of your question.