Examination of the fear element used in subliminal advertisements for consumer purchase behaviors by semiotic method

Consumption is a phenomenon that occurs in line with a human need or a desire. With the existence of humanity, the phenomenon of consumption started with hunting and gathering and took its present form over time. The consumer is under the influence of many factors when making a purchase decision. One of these factors is advertising. Advertising is known as one of the most important factors that shape our daily life and affect our purchasing behavior. It affects the purchasing behavior of the consumer with the functions of informing, persuading, supporting and reminding. Advertising wherever there is live activity; magazine, television, internet, radio, outdoor, social media, billboard etc. faces consumers. The advertising factor that affects consumer purchasing behavior can be examined under many sub-titles. Subliminal advertising, which is the subject of the thesis, is one of these factors. Since the subliminal is a place that the person cannot control, the consumer is exposed to many subliminal advertisements in daily life without being aware of it. In subliminal messages, materials and hidden symbols that can only be perceived by the subconscious are used to influence consumer purchasing behavior. One of the charms used in subliminal advertisements is known as fear appeal. In this study, "examination of the fear element used in subliminal advertisements for consumer buying behavior by semiotic method" was investigated. How the subliminal messages used in advertisements, which are used to attract the fear to the consumer, have an effect on the consumers are explained with the semiotic method.