Motivation aspect of advertising and the factors of motivation in consumer behaviors

Advertising, which provides the flow of products and services between manufacturers and consumers, has become a large sector in todays consumer society. The first appropriate examples of todays advertising can be seen in Europe during the 15th century as posters as posters and during the 18th century as newspaper ads. The advertisement sector in Turkey has developed since 1964 with the usage of the offset technique, and the wide brodcasting of the television since 1972, and parallel to these developments a rise in the quality of advertising can be observed. The human behaviour which can be defined as the process interaction between the individual and the environment, builds up the main structure of the consumer behaviour. Each thought, feeling and action is a part of the human behavior. The apperence of a need does not always force the consumer inorder for the act of buying to take place. The wide choice given to the consumer has widened the interest to consumer behavior, automatically. Amongst all these complications, it has become impossible for the consumer to percive the label. The question asking what the strong motives that direct the consumer to directly buy, has entered the agenda. The individual who has become confused by the advertisements due to his nature, can give the decision to buy with the effect of various motives. The advertisement sector, in this phase, directs the consumer by; - The experience that colour has a lifetime effect on humans as it subconciosuly affects a person, - The signs and symbols that affect people in first" sight and which resemble a service or a product, - The psycological language of advertising made up of richness, power, sexual attraction, love, traditions which are apparent at ones life or motive of life, - The erotic images used at the advertisement of products ranging from engine oil to fertilizers, - The tendency of people to identify themselves with well known people. In the general sense, the motive which can be explained as desires, tendencies, wills that result in the event called as behaviour, can bedefined as psycological events directing a person to certain behaviours. Internal and environmental conditions that result in these behaviour are factors affecting motivation. These are perceiving, manner, personality, learning, family, cultural aspects, social class and individual impacts.