Influences and effects of subliminal advertising in consumption decision

Abstract

One of the main factors that impact on consumption is advertising. Varied perceptions take place in consumers, which are constantly varying. Not all receive the same message in the same way, and some perceive the same, giving them more importance than others. For this research, this study was carried out in the city of Posadas (Province of Misiones -Argentina) to determine if the behaviour of managers, religious leaders, journalists and politician consumer segments, go through or do not go through mental processes, as influenced by communication strategies, to perceive the different trade market offers and to become consumers. The economic weight of advertising, in these latter times, has reached great proportions, and produces very quick, and spectacular effects. While products multiply and hundreds of new ones appear, the means also become prolific. Adding to this the great social changes, it is easy to understand the complex task of advertisers in the modern world. Technologically satellites, (communications via Internet), have been the most important communicational revolution of the end of the last century. The future of advertising will not only be bound to its own creative capacity, but to the speed and certainty with which they adapt themselves to the new means, many of which still do not exist. Not only will the new means be challenging, but also the new products, many which have not yet even been designed, nor thought of, will arise as demands of new and unheard of societies, of which the consumer becomes the leading character.