Opinions on the subject of the part of money in the hierarchy of needs are conflicting. There is she doubtless large in the case of physiological needs and safety. However in the reference to different he is less obvious already, though money stays the measure of acknowledgement and success in some societies and certain professional groups.

Defensive mechanisms are skilled the early childhood features educated personalities in consequence of of simultaneous working of some two strong pressures, e.g. shame and fear from one side , and aggressiveness and exhibitionism from second. The simultaneous “defence” is the sense of the existence of the defensive mechanism before the fear, shame, the feeling the fault, low samooceny and satisfaction of the need their of disclosing. Does their working appear
in unaware stop, move and disfigure patern and the tendency of react and accept too his behaviours significant persons in the social group, to which belong the given individual”.

• suppression - this is one from the most frequent defensive mechanisms. Can etc .be instincts, the remainders of former conflicts, feeling, the imaginations,
• identification - mechanism this consists in the unaware attribution else’s features of to oneself. The individual behaves in the definite way in the case of identification not, because such the behaviour itself by one gives her satisfaction, but rather, that is why that he places her in satisfying - because of - the report in the relation to the person or persons with who one identifies. Identification differs from compliance these that the given individual really begins to believe in the opinions and values which he accepts

• the projection - he is in certain sense the reverse of identification and consists in the attribution muffled impulses and thirsts the different person.
• the rationalization - mechanism this consists in finding “theories” motivating definite behaviour, sometimes completely illogical, very twisted. He is the result of the rationalization “to feel the unaware transformation by the given individual her of own, thirsts and motives which are for her not to the party on the one who she can consciously approve of and tolerate”.

It is proper notice, that the mechanism of the rationalization is used
in the advertisement often, where the rationalization borders on with the manipulation often.

• the regress - this is defensive mechanism consisting in unaware moving the personality in the earlier stage of the psychical development, recurrence to skilled earlier ways of behaviour. This phenomenon is used as the advertising hold often,
  isolation - the difficult mechanism to the interpretation, but extremely important. He works by the “separation” undesirable or to feel dangerous from perception, remembrances, thought. This is the mechanism stepping out in the advertisement the most often beside the rationalization.
• the reaction of the move of the signs - the muffled impulse changes in the own contrast in this defensive mechanism. If impossible externizing our positive or negative feels in the face of different turns out from some regards, suppression can rise figure of strengthener of opposite feeling (e.g. excessively friendly behaviour in the face of the not suffered superior).
• the denial - the defensive mechanism of the denial consists in the total refusal of the acknowledgement of the facts which clash with images about reality, this what he isn’t after our thought. This is the defence before the real or imaginary danger the most often,
  annulling - the working of this defensive mechanism consists in cutting off the possibility of realization of the unpleasant contents of the various origin to oneself.

Every information reaching to the man brain calls out the suitable reaction. To be this maybe interest or indifference, joy or sadness, the desire of the possession. He influences us about 300 various advertising passwords which we accept in the majority of cases unconsciously daily. Senses, how sight or hearing, or sight and hearing simultaneously, received by the advertisement stimuli pass on by nerves to the brain farther. The decision follows there - or to keep these stimuli in the memory, if not. The personal relation important is,
and now experience, prejudices, possessed information, feelings and needs. This is completely automatically the running process which one can’t influence so far.

Individual working to this need according thinks logically and concisely, he acts
in the life the reason, he likes learning and instructing different. He is inquiring, he ties the large weight to words and notions. “The meditation over various matters, investigation of their most the most far
and the most general causes is the proper element of his thought. Sam believes that the philosophical seizure has”. One need this comes in in fusions with the needs of order, accomplishment
and domination, in conflicts meanwhile with the needs of sensorial impressions and the humiliation.

One need works.

Individual surrounded this need produces evidence ingeniousness except growing with the fancy “works” in the exact this word the meaning, he learns quickly, he adapts to new conditions intuitively. One need this comes in fusions
with the needs of achievement and exhibitionism the most often. He creates conflicts with the needs of humiliating himself
and rejection.

He also favour the cognitive need except talked over needs Murray (understood as the impulse of the curiosity or thirst, by would come and examine), the need of informing and the need of purchasing and arresting.

Abraham Maslov, clinical psychologist, he concentrated the attention on the man in his works. His theory explains how people in various situations demonstrate the various needs which have their hierarchic order. Patern 1 represents the pyramid of needs Maslowa.

5 groups of needs exist according to Maslov, placed on 5 levels. The man pays the attention to the satisfaction of needs
from the next, higher level after the satisfaction of needs on the lower level. Remembered the horizontal needs this:

• Physiological needs,
• The need of the safety,
• Social needs,
• The need of the acknowledgement,
• Need of self - realization.

Physiological needs are the basic needs of survival, food, water, oxygen, dream etc .
The needs of the safety appear then when physiological needs they’ll be satisfied. The man concentrates the attention on the assurance safety, stability, protection, order, justice and elimination of threats.

They begin to be felt after satisfaction of the need of the safety needs treating to the report with different, friendship, to feel from persons side both in the family, how
and beyond her. Social needs are this. Satisfaction their conducts itself to the lock
in oneself and loneliness, which deepening, they can bring to the feeling of the separation
and rejection what can negatively sail functioning the man in the place of the work
and his efficiency.

They don’t suffice on the next level favourably and the feeling of close – he appears one need the acknowledgements in the place of the work in the co -workers group; he important is so that different perceive independence and professionalism. The strong needs of the public acknowledgement of achievements
and the feeling of validity can contribute to the given person successes or make from her the difficult to the co-operation individual.

Being interesting in different persons opinions less people concentrate the attention on full utilization of the own potential and achieving aims, near the needs of self - realization. The satisfaction of personal ambitions brings them the satisfaction. In the contrast to remaining needs, one need never self - realization satisfied doesn’t become; we’ve to deal with
with the process of continuous improvement and development rather; the potential of the individual grows, and placed aims are more and more ambitious.

They exist in the environment of the work the possibility satisfactions of the needs on all
5 the levels. The received newly worker values pay and the conditions of the work, because they let him stay near the life (physiological needs). He’ll already treat them as obvious soon
and values the safety which solid employment and services assured through firm (the need of the safety)give more. When he recognises his situation as stable, the quality of the life tries to improve by the connexion of closer contacts with co -workers, show the friendship and waiting from different the same (social needs). The feeling of the safety of the employment and sociable contacts generate the needs of the acknowledgement and the ambitions of being perceived as the man of the success, being on the best road to the achievement of great things (the need of the acknowledgement). At last, though seldom, tying the weight to the acknowledgement from the side of different diminishes, and the effort of the individual acts on personal accomplishments
and fulfilment (the needs of self -realization).

and now if there’re also women in him”. He accompanies vanity, conviction about own to feeling of this need.

One need links oneself with the needs of achievement, party, predominating and sexual. Conflicts step out with the needs of humiliating themselves and submissiveness.
One need nourishment and looking after.

The composed individual is this need always ready to carrying the help different, he gives them his time, strengths and feelings. He is set to the world favourably. One need the most often this steps out together with the need of forming an association, sexual; he gives birth conflicts
with the needs of throwing aside and aggressiveness.

One need the order.

She consists first of all in planned working, regularity in everyday life, punctuality and methodical undertaken workings. The individual, at which this one need he predominates they speak usually concisely and brightly, the May disgust to mess and the lack of cleanness. Man such “tries his life so to furnish to fill received by each other duties without calling out needless conflicts and misunderstandings”.

One need the order he joins with the needs of the achievement and avoidance of injuries. Conflicts step out with the needs of aggressiveness and throwing aside.

One need parties.

The password characterizes need this the best: “for the joy for the joy itself”. The man feeling silnie even thinks this need in the work about former pleasures
and plans future entertainments to oneself. The majority of the time in the life spends on parties, in the cinema or theatre. He spends in merry, careless people company, often reckless often and willingly, such staying alone. The escape is the reason of this need from the reality often. One need this comes in in fusions with the needs, sexual the
and domination, in conflicts meanwhile with the needs of humiliating oneself, aggressiveness and isolation.

One need isolation.

Individual progressive to the of reacting characteristic patern for this need according avoids the persons, which he finds inattractive and not popular, also standing lower
in the hierarchies of every type how. He tries not to perpetrate to the familiarity in contacts, he wants to differ from remaining. Coldness marks her, boredom and repugnance.

One need this can step out together with the needs of autonomy, safety
and aggressiveness. Conflicts come into being with the needs of experiencing care and support and exhibitionism.

One need sensorial impressions.

One need this manifests itself in drawing pleasant experiences coming from various sensorial organs. He marks the composed individual this need sensibility and good aesthetical taste, “he prefers the art than the science , (…) he likes beautiful decorations, novel if they can him deeply take over the poem their beauty, can oneself move them so, how real survivals”. One need this usually joins with needs: sexual the and exhibitionism, meanwhile he opposed is the needs of isolation and the rejection.

One need sexual.

One need this manifests itself in the endeavour of the realization of sexual dreams, that is to the every type of erotic and sexual contacts. He joins with the needs of forming an association, aggressiveness and exhibitionism the most often. He falls with the needs of rejection and autonomy in conflicts.

One need the rescue (experiencing care and support).

Helpless persons feel need this the most often, lonely, surrendering despair and despair. She consists in looking for glad the and company older persons
and more experienced, one word of such on which one can count support, understanding
and kindness. Individuals needing the “rescue” generally admit to their worries and life failures. “Every time, when they’ve something to do on the own responsibility, without getting advice, they feel some unclear impression of the threatening danger”. He comes in with the need of nourishment in fusions and the looking after, safety and forming the an association, in conflicts - from the need of isolation and the rejection.

Features predominant the composed individual the need of the aggression this: aggressiveness, tenacity, desire to fight, also physical. Predominant such man feelings are irritation, anger, fury, vengeance, jealousy and hatred.

One need this comes in fusions with the need of domination, sexual, the exhibitionism, autonomy, in conflicts meanwhile with the need of the safety, the humiliating oneself, submissiveness.

One need autonomy.

Man possessing in the strong degree the need of autonomy doesn’t take down the situation of dependence. He opposes then people imposing him his the will. He is rebellious
and obstinate. He doesn’t recognise authorities. He values freedom and independence the highest. “He always desires to go the own road (…) proceeding with customs often incompatibly,(…) he doesn’t respect the recipes which in his opinion limit him the liberty”. One need this, on he speaks in the love to adventures, changes, open spaces every the day or confessing original and revolutionary theories or in the party of as reaction on the tests of subordination and pigeonholing giber attitude.

One need autonomy he steps out together with the need of aggressiveness, isolation and party (I do on this I have the readiness, I don’t take for this responsibility). He comes in
with the needs of forming an association and safety in conflicts.

One need compensation.

One need this depends on overcomes failures, weakness, the defeating the difficulty by the undertaking the workings maintenance of the respect for oneself is whose aim. He becomes she been liberated by frustrations the called out by the various type difficulties which happen the individual. The feelings cause the need of compensation this the shame after failure life, but also the enthusiasm, pride, decidedly, the obstinacy, recklessness and obstinacy.

One need compensation he calls out the need of achievement, aggressiveness, autonomy, excusing oneself and sexual. In conflicts meanwhile he comes in with the needs of submissiveness, humiliation and safety.

One need surrender.
The individual which is mastered need of surrender (also called the need of submissiveness) is “clever to staying on the more far plan, as also to this,
with the enthusiasm to work for the someone he admires (…) accepting hints quite easily he doesn’t insist near the legitimacy of the his sentence, ”. He usually is also the conformist
and submit persons in his more important opinion. Feelings marking this need are respect, admiration amazement, respect. Directs to he speaks as devotion for the ideal inside need this. He comes in fusions with the need of experiencing the care
and support and cognitive need, in the conflict meanwhile with the needs of autonomy, domination, aggressiveness.

One need excusing oneself.

The man who feels the need of excusing himself aims the same to the defence oneself before accusations, criticism and reprimand. He doesn’t admit to the fault, throwing aside arguments he protects his opinions different. This with the feeling of inferiority, anxiety is connected, he irritates on oneself. One need excusing he provokes the need of the safety the most often meanwhile he comes in the conflict with the need of humiliating himself.

One need the government of (domination).

Individual feeling the need of the government strongly loves the power, he likes controlling different people, as also its thinks and the feeling, his point of the sight finds infallible - one word - this is the commander from the birth: sure oneself, firm, decided, authoritarian, disciplined internally. The submissiveness of different provokes need this. One need the government he creates fusions with the need of aggressiveness, achievement, exhibitionism. The conflicts however - with the needs of submissiveness and the experiencing the care and support.

One need exhibitionism.

The individual feeling silnie likes to show oneself this need on the demonstration, to assemble on oneself the general attention. “This theses executes near people willingly, what usually he is successful to arouse interest and admiration him, especially, if the company is stirred,

Human surrounds this need every criticism and the reprimand inflicts the unpleasantness. He holds up before the expressing the opinions which are not approve of universally. He avoids enemies; doing many things only after this maximally he tries to bear good relations with different people, for every price, “to avoid criticisms so that nobody says that he behaves selfishly about him”.

One need this directs to he “appears in intensive surviving the feeling of the fault, he thinks suppression, remembrances awaking such feeling” inside. One need avoidance of the psychical injury he joins with the needs of nourishment the most often and looking after or forming an association, meanwhile he falls with the needs of exhibitionism in the sharpest conflicts, purchasing, domination and autonomy.

One need avoidance of the psychical injury in own eyes.

She is also called the need of avoidance of inferiority. Typical characteristic feelings for this need this feeling of inferiority, bother, the embarrassment, nervousness, surviving the shame and after unsuccessful acting. The man fears the all situations in which he should approve oneself any abilities or skills. He avoids workings in the fear before because of this. He runs away in the disease often, and tries to forget for every price about experiences from the past. One need this unites oneself with the needs of excusing herself, exhibitionism and humiliating herself. Similar conflicts as in the previous case, that is avoidance of the psychical injury from the side of different.

One need demeaning.

The composed man usually is this need “humble, prone
in failures to accusing oneself (…), in waltzes ready to surrender;
in the presence of the people who embarrassed, nervous
and anxious finds than oneself more important (…) he feels owing in the most various matters and then prone is to apologizing and surrendering. This is one word the prone individual to humiliating itself diminishing its advantages and contributions continually; the not having the hope on the better future; giving up the change of this situation. He is dominated by different, more aggressive individuals, forces by not to definite behaviours and workings”.

One need this comes in in the fusion with the needs of care and support, exhibitionism, sexual. He creates conflicts with the needs of the safety the most often and forming an association.

One need accomplishments.

One need this depends in the large measure on perfectionism, that is doing all how the most quickly and as the best and the ambition, enough defeat this more and more new difficulties, place cross -beam more and more high, accept and win the rivalry. Man such “many time spends on creating the projects of the own great career. He excites him and heats to the working the hope of future great successes”.

One need this joins from “every the different need, which gives content having be the object of the achievement. He comes in conflicts with the need of humiliating himself, safety, party, forming an association, exhibitionism”.

One need forming an association (joining).

The man needs to different people life - this is the kind of the life motto for people acting the need of forming an association. They try to spend the maximum of the time in the company of different: they work in the group, play and sadden, survive else’s worries and joy, win friends easily to oneself, for they’re for them to dedicate one’s plans in the state; injuries always avoid different, they take over their point of the sight often. They’re always in the company bright and polite. Partings are the true disaster for them. One need forming an association in the everyday life he can be satisfied for help of such gestures how: gives the hand, stands up near the different person, kisses, hugging.

One need this comes in fusions with the need of purchasing, sexual the most often, care
and support. In conflicts however - with the need of the achievement, the throwing aside, aggressiveness, predominating, autonomy.

The individuals relating of made by her purchases the influence have on decisions the influence following psychological factors: justifications, perception, the process of learning and conviction and attitude. Needs are from them the point of exit for first. Individual
in every moment has many needs. Biological needs result from physiological conditions of tension of such how hunger, thirst, inconvenience. Psychological needs meanwhile, they result from psychological conditions of tension, such as one need acknowledgement, respect, membership. The majority of psychological needs isn’t on so many strong to motivate the individual to the immediate working. One need he becomes the motive when the intensity her of the feeling achieves the sufficiently high level. He is the motive (stimulus) one need, which he exerts on the individual the pressure inducing to the undertaking of workings. The satisfaction of needs reduces the felt tension.

Psychologowie worked out theory of human justifications. The most well-known - Zygmunta Freud, Abraham Maslowa theory - completely various conclusions suggest for the analysis of consumer and marketing strategy behaviours.

Theory of the justification Freud founds that the real psychological strengths which shape people behaviour are in the large degree subconscious strengths. The individual learns to conceal many thirsts in the process of growing and accepting social parts. These thirsts are never eliminated to the end, neither controlled in the perfect way. That is why the individual can’t also understand in the full moon one’s justifications. Aural, visual, tactile factors have the possibility of inducing or discouragement to the accomplishment of the purchase.

Theory of the justification Maslov is the answer on the question, why definite needs appear at people in the definite moment. Human needs are arranged
in certain hierarchy, from exerting the smallest to exerting the largest the pressure. According to the criterion of validity, we can, social, respect and the need of self -realization exchange physiological needs, safeties. The individual will try to satisfy the most basic needs
in first order, and aims to the satisfaction next in the scale validities of needs then.

The sentence Murray’a, every human one need he is characterizes five features: the typical trend of behaviour aiming to the achievement of some effect of the working of hypothetic strength defining the need, the typical patern of behaviour, increase the sensibility and the selection the attention, which aims or to avoidance of the working of some stimulus on the organism, or to the for the stimuli and objects which will unload the tension manifesting characteristic emotion or feeling and disclosing the satisfaction, when one need he becomes satisfied and discontents, when this’ll not is successful.

He aims through the composition of basic needs psychical Murray to as the fullest performance of the motivational aspect of the personality. He distinguished 20 psychical needs which the short discussion is indispensable in the present work after many modifications.

One need safeties stepping out in three changes:
One need avoidance of the physical injury.

The man at whose need this he predominates “the fear persecutes before physical pain, incident (…), the disease or even the death”. He feels fears, fears, fear before darkness, storm, animals, different people aggression and many different phenomena and situations. Fears and fears are unaware to the end, undefined, often one can rather name them intuitions.

One need this speaks in the realization of the so-called preventive action, the endeavour to the protection oneself, exaggerated caution in the moments of the planning of anything. The man withdraws from potentially dangerous situations then, he avoids enemies (imaginary often), he wants to be impercepted. He intends a lot of time on dream
and rest, he avoids larger efforts.

One need avoidance of the physical injury he steps out often together with the needs of excusing himself and avoidance of conflicts. She contrasts with the needs of achievement, domination and forming an association.

The effect of the acid grapes Elstera - he consists in the phenomenon of the lowering of the subjective value of goods in the situation, when the given good becomes unattainable. His inaccessibility causes the situation the cognitive discord, which can exclusively so-called external atrybut be done away, that is e.g., that the inaccessibility of the good results
from the insufficient supply, though in the reality so he isn’t. He is caused the frustration, she was done away from the accessibility of the given good.

The effect of the forbid fruit Elster is the regularity of the growth of the preference in the relation to the good which it was accessible so far, and becomes unattainable at present. The alternative of the choice which won’t be accessible any more gains on the value. If some possibility of the choice was removed, this received by the consumer is then how the threat of the liberty of decision and internal control. Appreciating the man reacts on such threat the lost alternative.

The effect of the intentional planning of the propriety Freya - the deliberate, sensible, changes of the structure of the preference are his creature through appreciations the steels of accessible and purchased goods.

The effect of the endowment Thalera - he treats to the subjective feeling of the changes in own prosperity and at present the wealth and he says that circumstances force people to the defence of this rather, what they already possess, than to enlarging the condition of the possession.

The effect of the discord cognitive Festingera -he says that the consumer every decision carries for her the feeling of the want. The buyer has the impression of the discord in first moment after executing the purchase, he seems him that the better use could do from given money. Effect this doesn’t relate to the sphere of consumption exclusively and his creature consists in the feeling of the discord just some time after making the decision.
The Prawo only support one - gives e.g. to observe during sale, auctions and auction. Prone buyers appear then to pay more than remaining.

The law only confirmation - the relationship of goods is bases on him with colours. Smokers wait e.g. that mentholated cigarettes should be packed in the boxes of the green colour. White, light-blue, silver they’re attributed to creamery articles.

Prawo the consummer competition - he speaks in following : the desire of the purchase of the chosen good by the individual consumer is directly proportional to buyers demonstrating the desire of the purchase the same article in the analogous time number.

The people try to understand the environment in which they function behaviour of the different members of the community and own reactions and workings. They try the causes of the phenomena which their surround to look for. The results of searches are included in the calculation in decisions and influence consumptive behaviours. The psychology focuses on the investigation of the behaviour of individuals and human groups in all possible circumstances, and marketing found the practical use of psychological theories to consumptive behaviours.

In the moment of the realization of human needs to oneself and the thinking the thirsts begins marketing. One can execute the clear distinction among needs, thirsts and demand. One need human this the condition of feeling of the lack of the satisfaction. People need food, the clothes of, safety, membership, respect
and several different indispensable things to the survival. These needs are not created by the society or by interesting persons marketing. They exist in the human nature. Thirsts are the word of the special way of the satisfaction of primitive needs. The American feels hunger and the thirst of the hamburger, needs clothes and wants to get dressed
in suits Pierre’a Cardina, feels the need of the manifestation him of the respect and buys in this aim of mercedes. These needs are satisfied in the various way in dependence from the society. Though there’re human needs little, the man thirsts they’re varied. They change under the influence of society and various institutions continually. The thirst of the possession of definite products, supported the possibility and he the readiness of buying becomes the demand. Many dreams about mercedes, but only few can buy him.

The results of human workings, aiming to the satisfaction of individual needs, they can’t be treated as reflection or the exemplification of the social business (common). This also concerns all open so far regularity in market and consumptive behaviours. Economic regularities decide about the possibility of the accomplishment of the purchase, however psychological regularities determine the desire of the purchase, they’re conditioned by economic factors. Possibilities and the desire of the purchase just appear in the buyer economic behaviour on the market and in the process of consumption.

The psychological rules of the consumer conduct result from his features of personality and length, width, the patency of the channels of the market transport. They belong to them:

The effect the hall - he consists in organization the reality of around one factor estimating to the perception. If the service possesses some goods the longed-for by the consumer advantage in suitably strong intensity, then whole product is estimated without the regard on different features favourably. Mute sellers so-called phenomenon is the characteristic example here, that is the packaging.

He the logical mistake - results from accepts own criteria opinions received for generally and accepted in the society. The consumers group of not liking given products on the market, and there on frustration and stress from the mountain. Reasoning burdened the logical mistake created bases right Webster. It says that every matter has two sides with the except of the situation, when final he is personally engaged. Only one side exists in this case.
The mistake of the parallax - called the phenomenon of the far-reaching illusion differently, he consists in this that the opinion of the product of the service depends on the consumer ekonomic-social situation.

The opinion of physical attributes - he is made
from the point of the sight of the social judgements which are recognised for correct and valid in the reference to given goods this Consists in attribution certain features of in dependence from their appearance or different physical proprieties to products. He happens, that the act itself of consumption, and the usable value of the product and the level of the satisfaction from the purchase don’t go together with previous opinion, accomplished on the basis of the opinion of his physical attributes particularly. Then, if the criteria of the opinion are become rooted so deeply, that certain stereotype, consumers make up they work
to the right Mayer according - the facts which don’t confirm the received theory are thrown aside.
In the result all information picks from surroundings are bent to the stencil of own opinions and opinion.

Lawthe effect Thorndike’a - he talks about the optimistic tendency of the memory, in the result which one remembers first of all positive stimuli. That is why so he is so that the consumer has the positive impression even then essential from the point sights of the marketing strategy, when goods purchased not the highest quality or outright defective.

Prawo Gumpertona - he says that the probability of the desirable result of the working is inversely proportional to the degree of his desire. Transporting this right on the conditions of market decisions we’ll receive following regularity: some goods or services longed-for will be to them, the probability of finding on the market of goods or services fulfilling requirements placed them by the consumer smaller will be.

The effect of the junction Leibensteina - he results from the paradox the human nature, in the whose need of social conformity, that is the team membership, he fights with the need of individualism and distinction. Two persons doze in every man - the mister G. Smith and mister S. Smith who represent in turn: the team and own, egoistic business. Membership and team identification he helps cooperation and the transport of the individual with the closest environment superbly. Excessive cohesion with the group threatens personalities. If similar persons or opinion number becomes too large, arts nouveau tendencies appear then - inevitable becomes he mislaid on smaller communities
and the search of distinctness. The effect snobbish Leibensteina appears then. His creature moves to shaking equilibrium among conformity
and individualism on the thing of this last.

The product joined with recepient, the creator of the advertisement life the fragments of the reality use, prepared for the needs of the advertising announcement suitably and they unite them
from buys, the use of the products. Does principal matter relating to this appear here if the advertisement reflects the social reality?

The advertisement shows the world very simplified, often schematic, imported to stereotypes. Temporary limitations or spatial in the connection
with the endeavour to comunicativeness throw on necessity certain in the case of the advertisement outright or and presented figures, report setting between them or and events.
He advertisement as a rule, that he shapes false images on the subject of the reality, first of all meanwhile the stereotypical approach strenghten to the reality.

It is hard to wait so that the advertisement uses very folded information on the subject of the reality in the practice. The advertisement uses stereotypes, for they’ve in them the power of arousing recepient interest, their features first of and / or they make attractive advertising money transfer. Why? , Because stereotypes are easily recognises for recepient and comprehensible. Definite emotional
and cognitive call out at recepient. That is why the home hostess offers in advertising announcements the products of the everyday use, meanwhile cosmetics the model the whose features of attractiveness are the sufficient proof on the effectiveness of the offered product.

This calls out controversies not only that the advertisement presents the simplified reality, but also the fact about which I remembered earlier that the advertisement imports the man life to consumption. The model of the reality which the advertisement presents is the model of the material world, for he is the effect of the joining of human needs (love, safety) with the use of products.

The advertisement aims first of all to strong tying recepient with the product in the emotional plane. One conditions the influences of the advertisement in the cognitive and emotional sphere mutually. The advertisement can’t affect different on emotions, if he doesn’t appeal to the definite cognitive elements about which I remembered, to this, earlier what well-known
and accepted by recepient or to this, what he surprises him.

It is hard is to talk about such direct, immediate influence on human behaviours in the case of the advertisement. The use in the advertisement has however the conception of the influence of the advertisement on consumptive behaviours through the recepient of definite emotional reactions in the case of the contact with the product. The dismissal is the applied the most often method of the influence to the guild the sender or the situation, with which recepient one can easily identify. the(mechanism of the identification-projection).

Recepient one identifies with the hero of the announcement or with the situation in the announcement, aroused in this way positive emotions are transferred on the product. The strong emotional relationship happens has among product and recepient in the effect of what. The man through the contact with the advertisement associates the using of the definite product with the concrete emotions which seem him on so many important that he makes the purchase of the given product to feel.

I talk about creating the relationship among consumer and product not without the cause, for the strong dependence of functioning the man from concrete products be can consequence of such influences of the advertisement. Different słowy the development at oneself concrete emotions (e.g. the joy) or feelings (e.g. the certainty oneself) we can begin associate
with buying or the use of definite products.

One accumulates so the effects of the influence on the man cognitive and emotional sphere in the behavioural plane, both positive (about which I don’t remember
in the report), how me negative effects. The influence of the simplified approach activate oneself can to reality, the joining of the use of products
with concrete emotions on attitudes and behaviours in the effect.

“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.