“The newest investigations also induce to optimism. It turned out, for, that the advertisement isn’t directed to the subconscious so dangerous as was judged some day because he be subject to serious limitations; to influence only the addressee very elementary needs, such maybe how hunger, thirst or sexual impulse, not meanwhile on higher needs, and especially the system of the value; he works (since several minutes till several hours)krótkotrwale; he be subject to large hesitations because of individual differences, and now many people shows on her the resistance”.

The features of advertising money transfer itself decide about the effective influence of the advertisement on the individual. He’s to be first of all credible. Persons knowing on thing and the stately confidence presence influences his credibility e.g.. He important is also the position the sender, which convinces more, if he represents conflicting information with the own business or, if he convinces recepient, that he doesn’t try on not to sail.

His attractiveness is second important feature of advertising money transfer influencing recepient personality. The people who we like have on us the influence. When our liking comes in to the sender in the game, we behave so how they to do to want the pleasure him.

The character of program money transfer is adapted to the potential influence on the definite features of the personality. Money transfer can be on example steered on intellect or recepient emotions. He uses instincts, e.g. instinctive need of looking after also often to different not adult yet the individual. Interventions connected with this patern of reacting automatically transfer at recepient the silnie positive emotions on the praised product.

He appeals to feel to positive a lot of money transfers - to dreams and imagination or he tries such emotions to call out. Money transfer can appeal to negative feelings: fear, fear, pain from second side , but he shows the road of the rescue soon then. The curiosity is also the important kind of the emotion and steers money transfer by the pop-art him rational explanations or alive personal experience.

Advertising money transfer shouldn’t however influence people susceptibility to the protection of the one’s feeling of the liberty negatively. If the announcement is noisy and impudent, he can be taken back as violating the liberty of the choice that is why he activates defensive mechanisms to oppose this announcement.

The advertisement aims first of all to this to attract recepient attention in the cognitive sphere. Advertising announcements use in this regard both to distinguish the form of the announcement, having for the task him from different announcements reaching to recepient (e.g. intensive sounds), how and content (through dismissal to needs, recepient experiences).

These workings serve first of all this recepient was interested in the product. The advertising announcement represents us definite information about the product in this aim; more and more often – as I said – information this imported becomes to the mark of the product or to show of his special proprieties or uses.

He yet seldom already identifies himself the advertisement with the announcement fulfils the informative function mainly, showing the attributes of the product. The creators of advertising announcements passed the matter from this long ago, that there’re they to arouse the interest only then in the state, when they appeal to recepient life
in some significant way. The advertisement appeals to this in this regard, what well-known recepient from his experiences, he appeals to his needs in the face of the reality.

Do first fears appear here what to the advertisement, and relating to her influence on human needs. One can very often meet in the literature with the sentence, that the advertisement shapes artificial needs. He walks not only about this that people under the influence of the advertisement buy the products which they don’t need, but one first of all underlines the fact that the advertisement teaches the man of satisfying psychical and social needs through concrete goods and services in these discussions the material approach shapes to the reality in this way.