Advertising as a Motivator of Human Behavior – Theoretical Approach of Manipulation in Modern Society

Marketing is an art, used in everyday life, by producers, most of the time, to influence final consumer behavior. Advertising, as a marketing tool, is not linked, only to development of media, but currently is one of the main types of public communication and has effect, not only in economy, but also has higher effect on social relations. Advertising, in modern society, is one of the most influent factors in communication due to increasing role of media and its structure. At this moment, advertising represents a specific form of media communication, due to its wide action and is not just responsible for products and services selling and can no longer have, only, an economic role. It, also, has a motivation effect on people behavior, creates new value systems, as well as, changes the world perception values. Public unconscious mind can be influence, mainly, through symbols and through things. Mainly used in advertising, is symbolism, considered as the base of influencing people’s unconscious mind. Russian researchers analyzed a lot of methods used in advertising which can influence consumer behavior. I set out to do an office job for analyze subliminal and other methods used in advertising which can influence public behavior, the sphere where it is used, for understanding of all techniques of influence and to compare emerging trends in manipulation analyzed by advertising researchers from different countries. I intend to do a research based on secondary data to realize that the manipulation of consumer or public behavior is it possible or not.