Creative Commons License

Kaplanoğlu L.

Uluslararası İletişim ve Sanat Dergisi , vol.4, no.10, pp.15-30, 2023 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 4 Issue: 10
  • Publication Date: 2023
  • Journal Name: Uluslararası İletişim ve Sanat Dergisi
  • Journal Indexes: Index Copernicus
  • Page Numbers: pp.15-30
  • Yıldız Technical University Affiliated: Yes


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.