• ANMOL

A rapid revolution has been witnessed in the planning and making of advertisements. In the present world, significant attention is paid to even the minute details of an ad. Now the details like color schemes, characters, images, costumes and so on are handled by experts. Ad makers hire experts for different components of an ad. All such elements share one thing in common, and that is "targeting the right audience." As a result, consumer psychology and other such psychological principles have gained popularity in the field of advertisements industry. This review of literature provides influences of advertising and exploration of applications of psychology in the field of advertising. It will address the views of prominent psychologists related to the advertising field as well as psychological persuasion techniques. The paper continues with some of the significant aspects of the psychology behind advertising like conditioning, judgment, attitude, and perceptions. Although advertising effects are sometimes ignored/not paid attention to. However, it can and does have significant effects on our lives.

Persuasions Advertising, Psychology, Subliminal Messages, Decoy Effects, Positive Associations

"Psychology Behind Advertising: A Literature Review ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.976-979, June 2019, Available :http://www.jetir.org/papers/JETIR1907137.pdf

"Psychology Behind Advertising: A Literature Review ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp976-979, June 2019, Available at : http://www.jetir.org/papers/JETIR1907137.pdf