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.