Abstract:

It is expected that advertisements that we can identify as target audience advertising using public communication tools, by paying the price of the messages created to specific purposes, will fulfill tasks such as informing, persuading, reminding and reinforcing. With consumers accepting that they do not make their choices at the end of the only rational decision-making process and understanding that their feelings are very important in this process, it has become more important what the consumer feels. In, they take advantage of attractions in advertising to establish links between their brands and consumers. Although many attractions can be used, the most commonly used attractions are humour, fear, famousness, sexuality and hunger. When advertisements are reviewed, it is now seen that the image becomes important, not what the products are focusing on what they feel. The results obtained in academic studies aimed at advertising sometimes bring us to the conclusion that the attractions used are positive while sometimes they do not make a difference. The fact that advertising is a dynamic structure like societies and that the effectiveness of the used attractions applies in its own period and in the cultural environment in which the work is carried out shows that the studies on which of the advertising attractions may be effective for which product groups or sectors should be repeated. This study examines the purposes of advertising, the role of emotions in advertising, the attractions used in advertising and the potential effects of these attractions on consumers and provides a useful pre-academic framework for research on these topics.

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