Research Information System
Uluslararası İletişim ve Sanat Dergisi , vol.4, no.10, pp.15-30, 2023 (Peer-Reviewed Journal)
As the competitive environment increases day by day, marketing strategies, which play an
important role in making the best decision among alternatives, have become unable to understand the
attention, interest and emotional tendencies of the consumer on their own. It has been determined that
advertising effectiveness is based on verbal, visual and especially psychological criteria. Thus, he tried to
obtain more information about the purchasing decision-making process of the human brain.
In today's world, where the negative effects of global competition and global crises on the economy
are intensely felt, studies on psychological functions and human cognition have become even more
important in the field of marketing. Each of the mass media is used to carry commands for a certain purpose
to the brain and send messages to the subconscious to make people do what they want or to arouse inner
feelings such as hunger, thirst and sexuality. In this context, the importance of investigating the messages
sent to the subconscious becomes evident.
Graphic design artists can skillfully embed subliminal messages into images. They can perfectly
place the subliminal message by digitally painting the photo without distorting the main image. They may
use more than one technique to achieve the desired effect.
As a result, in this study, the concept, scope and purpose of subliminal advertising were examined
and the negative effects of messages that do not coincide with ethical values or that lead to consumption
without need were investigated on the individual and society.