The sensorial receipt very important is. The advertising announcement has to become hears, sees, read. The perception is the point of the exit, but in the world of the advertisement, as a result of her condensation, the difficult point to the fulfilment. To notice the announcement, then to distinguish him
from surroundings, to take back senses. Every advertisement fights for eyes and recepient ears, he wants to skontrastować oneself with remaining advertisements, he aims to this to be only stimulus acting on recepient senses. The effect depends however on many additional circumstances: the aim of perception, putting and recepient, mutual reports and the context of advertisement, the relation of form and contained contents in advertisement to recepient (avoidance or surrendering the influence)attitudes attention, the character of the script of receipt, the character of the sequence of experiences.

Perception of all advertisements which appear in the field of the spectator perception isn’t difficult. Harder from the nature of thing about the influence of one advertisement. Average recepient comes across according to American Association of Advertising Agenties daily on about 1600 advertising announcements of which he notices 80, and reacts with the interest on 12..

That is why so the qualification “threshold” of the advertisement important is - how many times has e.g. to be put the press notice, how many times the emitted film at TV or broadcast
in the radio, to attract recepient attention.

The remembered automatic of the human brain as much as is overburdened with for the large quantity of the varied stimuli which step out simultaneously too. He doesn’t accept them, therefore to the message.

We’ll reach the similar result, when stimuli are for weak. The processing of stimuli by the brain is bases not on the use, but he is also automatic let’s - say according to the intuition. That is why also inexplicable stimuli can quickly call out the incorrect reaction of the brain. Conditions on any advertisement don’t foretell the excessive success till this moment, particularly then, when we look on quantities of stimuli influencing the man every day. But stimuli but not are passed on only by the advertisement, but also by crossing next to us people, crossing cars etc . in total every stimulus crossing by some from senses, that is sight, hearing, he reaches taste and smell to the brain.

These 300 are so taking under the attention the quantity of all stimuli, then he coming from the advertisement makes up not at all great their part.

We’ve to represent on the basis of the above mentioned data, as our advertisement works work so that she is effective. Reading the announcement has to happen - that is attributing him even the most general sense - this first of all has to be his reading just as advertisements. This agreement of form and the content of the announcement with the code requires - that is recepient cultural competence. This passage is from the consciousness that one perceives something, to the consciousness of this one perceives. The interpretation of the announcement has to happen, that is the full understanding of his content and messages.

The senders of advertisements aim to this so that recepient doesn’t have any problems
with the interpretation of the announcement, that is why universally comprehensible conventions
and symbols use. They know near this that essential comprehensible conventions are not only for creators in this incident, but bright conventions for recepient. The interpretation of the announcement happens on the basis of the acquaintance of the system of signs, the acquaintance of the sender and recepient intention, the context of the interpretation, the memorization has etc . Farther to happen and assimilating the content of the announcement. It doesn’t have to concern all contents and whole form, but this is the most important - that is he shadows inducing. Here to step out direct influence, maybe (gradual gathering the consciousness of this shadows under the influence of next stimuli or under the influence of reminding past influences to oneself) or subconscious. Assimilating is recepient special “expression of the agreement” on duration in his memory of this message.