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.