الإعلان كعملية إقناعية لاشعورية

الملخص EN

Communication is a process of exchange and interaction between a group of individuals in which the individual is exposed to various processes of communication, leading the individual to change some of his behaviors and even his attitudes, or support his beliefs, which inquires about the factors behind the success of some communication and make the desired impact or failure?
Rhetoric, rhetoric and even communication are all words that signify the way words are spoken or express ideas in symbols.

These words reflect a human desire to control persuasion since he exchanged ideas with others and tried to influence them and subjugate them to his thought.

In the early 20th century, psychologists realized that ads that provoke an emotional response to the viewer are likely to lead to sales.

Since then, branding and advertising agencies have always aspired to create attractive ads that trigger positive reactions in the viewer.

Therefore, recent studies have resorted to the study of subconscious persuasion to convince the recipient of the advertisement, where it offers many of the illustrated and written symbols in the content of the advertising message, which affect the feelings and feelings of the recipient and the subconscious interpreted to reach persuasion to buy products and request services advertised advertising and may also change its attitudes and behavior.

Research Objective:
The research aims to shed light on the importance of studying the foundations and skills of persuasion as well as the study of the concept of unconscious and how to employ them to achieve the goals of advertising and influence the recipients unconsciously.

Research problem:
The research problem is summarized in the study of how to benefit from the methods and theories of persuasion in the field of advertising, and the study of the concept of unconscious and how to achieve in advertising by answering the following questions:
1.

What persuasive techniques can be used in the design of the advertising message?
2.

To what extent can the study of the unconsciousness of the audience be used when designing the ad?
3.

Can the attitudes and behavior of recipients be changed and influenced by the ad designer unconsciously?
Methodology:
The research follows the descriptive approach supported by an analytical study by describing and analyzing a selection of advertisements where persuasion is used to influence the recipient's feeling of persuading him / her about the advertised product or service.

Key words:
Persuasion - subconscious