Affections of Personalities in Encountering With Commercial Advertising

Advertising, rather than presenting information to a potential consumer, with denotative and connotative implications try to alter behavior of consumer and directs him to purchase a commodity. Hence commodity separate from its function, becomes a reflex to desires, psychic requirements of audience. This research aims to show the action of advertisings in altering audience’s manner and his desire to product and studies about five TV advertisings which have been selected in a certain period. Analysis process includes content analysis of Case studies with accent on Freud’s psychic structure theory to show interaction between “id”,”ego” and “super ego” in consumer in TV advertisings as an identification’s origin. Results show the efficacy of connotative implications of commercial advertising on altering the equilibrium of character’s structure to persuade and satisfy the audience to accepting advertising, s message. The advertising that stimulate consuming through emphasize to “Id” motivation and “ego”, s active interaction in responding to it, weaken the “super ego” force and in some cases through stimulating “super ego” try to directs the audience to wisely choices.