35-58 PERCEPȚIE SUBLIMINALĂ ȘI FACTORI EXTERNI ÎN RECLAMELE DE TELEVIZIUNE
SUBLIMINAL PERCEPTION AND EXTERNAL FACTORS IN TV COMMERCIALS
In this paper we examined the subliminal perception of exposure to TV commercials and identified which variables cause consumers to take the buying decision. We conducted an experiment that highlighted the fact that, besides the subliminal perception of advertisements, external factors have an important role. By the descriptive method we have highlighted the mechanisms that contribute to the positive perception of the brand. Novelty is precisely the extension of this concept of subliminal advertisements in the cognitive field, in the processing of information and in behavioral change as a result of exposure to TV commercials and external factors.
Keywords: subliminal perception, external factors, TV commercials, brand perception Cuvinte cheie: percepția subliminală, factorii externi, reclamele TV, percepția mărcii