The only small part of information to the human consciousness reaches from the ones who he receives and sorts the subconscious. She is the system of the filters maintenance of our consciousness in relative equilibrium is whose task. The subconscious and holds the control over the consciousness consisting from complexes, needs, feelings, reflexive behaviours m.in., etc .

The justification of the consumer by who one can appeal to not doned, not admitted to the consciousness conflicts, the feeling of inferiority, the need of compensation is the proper field of her working in the talked over case.

Recapitulating - advertising money transfers so and different undergo the selection by the subconscious, that is shaping definite reactions they influence her. They’ll affect on the consciousness in the similar way (they attack her).

Influences exerted on the personality by advertising programmes, they induce to the purchase of various products and services, independently or we’ve on this the readiness if we them need and or we can on not to let. These tests of the influence had begun been treated as something obvious with the time, however they wake the anxiety in some cases continually. This results
from the feeling of the threat of the individual. State this results in the turn from the fact, that the liberty of making the decision by the individual is limited by the advertisement. He just depends how he’ll react on the given individual - he’ll surrender the persuasion of the advertisement or defends his independence of the decision.

The susceptibility of the individual on advertising money transfers results from consent on instructing - on this, someone different spoke we should what do. That consent isn’t unlimited. Mine it his uwarunkowania and end which the defence of the own identity is. Instructing this is first of all the endeavour to the change of attitudes of instructed. The concurrent conviction be can the justification that he happens in recepient business that one but aims to improvement of his existence through this instructing, to his happiness.

The advertisement pretends often that he turns to exclusive recepient: he well-known personalities, experts, gourmets, itp. privileged men however turns to the concrete individual which is then more susceptible on the receipt of advertising money transfer just addressed to her the most Often - only, the most important recepient. Motivate this to these, that “many people live in the feeling considerable odindywidualizowania. They get the feeling of the appreciation thanks to the advertisement. They don’t wonder over this if this is the mystification, they want to live in this delusion”.

The next feature influencing on the susceptibility of the individual the advertisement this ability to decoding advertising money transfer. Decodes the advertisement this attribution the definite meaning of to words, paintings, sounds used to her coding. Interpreting the advertisement the potential consumer estimates the meaning for his system of value, knowledge, opinions, the style of the life to passed on by her content.

The purchase of goods be can the reaction on decoded advertising money transfer, but also: the realization of oneself, that the advertised mark at all exists, the change (or the consolidation) the attitude in the face of marks, change (or the consolidation) the image’u of the mark or the development of the desire of the possession of the given product.
According to Russela and Colley’a the potential customer has to be the existences of the given mark of the firm conscious. He’s to understand, he is what the given product and what he offers him advantages. He’s to take convictions to the purchase. He at last has to take hold to the working.

The model Colley’a DAGMAR is the example theory the hierarchy the effects, which founds, that the condition of the achievement “higher rung” (e.g. the conviction to the purchase) there is the achievement of the “lower” rung (e.g. the understanding, he is what the product and what he offers the advantages). The hierarchy of effects founds that the consumer learns first. His attitudes, opinions treating to product, mark change under the influence of captured knowledge. This working later provokes, that is the purchase.