Özet:

It is important today that brands add many different elements to the brand communication process so that they can convince consumers. The perception, which is a psychological factor that guides consumer behavior, includes the subjects of how the individual understands the many stimulants he encounters in the environment in which he lives and how he interprets them. It can also be said that because it is a consumer-focused element, perception has a significant impact on the formation of advertising content. In this regard, the correct direction of the perception that will be formed according to consumer expectations is determining in the success of the brand. In this study, nine advertising visual perception features that have been awarded in the 2017 Crystal Apple Press Category are examined. The images added to the sample in this direction have been analyzed indicatively. With the results obtained, it was found that visual studies and message content were formed through a certain structural integrity. It also appears that advertising attractions such as fear and humor are often preferred to arouse consumer interest.