Advertising design and subliminal cultural accumulation in the formation of fashion trends

People have been living with different kinds of images and messages since the day that man was born. Each person has become a potential brand customer since advertising concept occurred. However, advertisers have mostly intended to put the things that they want them to be an object of desire into the people's minds instead of the messages that are needed by the people. It is surely beyond doubt that businesses are founded to earn profit. In order to do that, they aim to promote their products and services. They particularly take advantage of advertisement which is a member of the production mix. While creating a message, advertisers mostly want it to get the customer's attention, make it catchy and a consumptive behaviour. Subconscious advertising aims to bring this phenomenon to the consumer without conscious intervention. Using various cultural, social, geographical elements, it is aimed to convey the message to the individual not directly but indirectly. Today, when the attention is paid to advertisements, it is observed that the elements of subliminal advertising are often used. This study was designed to contribute to other studies and to give new perspectives and discuss advertising ethics.Key words:Advertising, subliminal, subliminal advertising.