Visual perception management in advertisements

Abstract

The subconscious includes all mental events that stay out of conscious perception and have no potential to access to the level of conscious. In our present day, the conscious is one of the objects where the advertisers often use it to make hidden inducements in order to influence the behaviors of the consumers and where the desire to buy a product is created, placed in it to best market and publicize their own trademarks and products. When the consumer wants to buy a product, it is necessary that the product for which advertisement is made in the mind emerge. And, this makes us question the necessity of the visual perception management in the human brain. In daily life, thousands of information, pictures and sounds go to the memory on a daily basis, and the human brain recalls them if only they are necessary. For this reason, the advertisers develop their products with such kind of methods which could be recorded in their clients’ memory for a long time.

Eighty percent of the perception is structured by the eyesight. The expert psychologists work together with the art directors within the companies where the hidden messages are produced, in order to place in the pictures such images which are to attract attention of the subconscious. Such images have certain qualities which trigger and actuate the visual perception. E.g: placing into the background the green color in order to make a product look more reddish.

This study includes the way of functioning of the visual perception in the advertisements together with the examples, and researches whether the attempts to actuate and induce the human feelings and motives could in fact control the behaviors and thoughts, and whether they are right ethically.

Keywords: visual perception management, advertisements, subconscious, tachistoscope, poetzle effect.