How Advertising in Social Institutions Responds to the Needs of People by Using Implicit Messages

Autori:

Raif KIZIL, Erdogan ERGUN

Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 387-403

How to cite this article:

Kizil, R., Ergun, E. (2020). How Advertising in Social Institutions Responds to the Needs of People by Using Implicit Messages. Revista de Cercetare si Interventie Sociala, 70, 387-403. DOI: 10.33788/rcis.70.23

Abstract:

The main purpose in creating advertising in social intuitions is to affect consumers psychologically and identify their needs that they had not realized, also to ensure that they see themselves incomplete and lacking in what is advertised. These explicit messages are to show them the person or the image they want to be. However, each of these explicit messages have implicit ones which is sent via different channels. This study was conducted by using quantitative method in order to find how advertising in social institutions responds to the needs of people by using implicit messages. As a result of the study, explicit messages which have a huge psychological guidance, and affect the consumer behaviour subconsciously, can be clearly determined while analysing these messages. This study shows the intensity of the effect of subliminal messages in advertisement done by social institutions.