t is very probable that you may be coming across an advertising input in a book, in a magazine or a newspaper that you are reading; in a movie which you are watching with pleasure, at the theatre, in a musical show, in the tv in the game which you are watching with excitement, in the interesting exhibitions which are opened in the most important cities of the world, on the uniform of a team, on the surface of a colourfully painted bus, in distances which your eye can see, in short in every dimension and volume, at the stages of introduction and consumption of any good.

Since the concept of advertising has come to the fore, answers are sought for some questions. As advertising is present for the purpose of consumption, is it useful from the point of economy or not? Also, during these activities of encouragement is it always possible to transfer the correct information or not?

Therefore, from this point the consumers have a hesitant approach towards advertising which has been made perceptible by using a lot of man power... Whereas the economists even if they do not look at the concept warmly declare that ‘it would be helpful during the introduction of new products.’ However, they also admit that the fooling ads create more demand for a product which is not different from the other products of its kind.

As an example, it has been found statistically that the ads for various food products and detergents have a considerable influence on the market and convince the customer by leaving the choice to them.

The analysis show that the cost of the ads and the related activites of encouragement increase the cost of the good sold. However, the producers think that due to advertising the demand for the product will increase , thus the possibility of selling will become easier. As a result, the producers price the goods as they wish.

In European countries the yearly advertising expenditures per capita is USDollar 197, in the United States USDollar 530, whereas in Turkey it is only around USDollar 14. In the researches that have been made, it has been observed that in Turkey, the expenditures for advertisement show an increase of 5 USDollars per year. It is estimated that this may reach US Dollar 25-30 at the beginning of the 2000s, afterwards US Dollar 60. The yearly advertising expenditures in the United States is around US Dollar 160 billion, whereas in our country this figure is around 1.3 billions of US Dollars. The share of the open air ads within these expenditures is around 40-50 billions of US Dollars.

The researches are pointing out that there is a fierce fight going on for rating in the world and in our country as well for the sake of getting a share from the cake of one billion dollars, even if the economy is slowing down at certain periods.

From time to time, regarding the activities for advertising and sales even if some correct evaluations are made, it has mostly been criticised from the point of such factors as culture, religion, race and human beings.

The most important wish of the general common structure starting from the social life to the differences among nations is that the ad should tell the truth.

A consumer good is defining itself in this aspect too.

On the other hand, I think it would be very logical to say that the goal of advertising is not only consumption, but preparing the media where the societies can make a better synthesis of their cultural functions.

The art of advertising develops in the data bank of the human brain by attributing forms to concepts that are carrying messages and by formatting them according to the objective of consumption.

The majority knows the human brain as a precious organ, but they do not have any accurate knowledge further. I do not want to go into further details because our subject is not the functions of the brain.

According to today’s scientific data, the brain is formed by fifteen billions of cells connected by sixteen thousand synapses. It evaluates in itself the electrical vibration coming from the outer world, reaches a synthesis and makes up an action through the five senses.

The formations that we call as ‘’I am seeing’’, ‘’I am hearing’’ reach the brain by our five senses. Actually, all of these are the outer expressions of the things perceived in the brain in a lower dimension.

The starting point of advertising which is known as ‘’the art of making people to spend money’’, which has the power to influence large masses by spending billions is: To locate in the data bank, in the image center of the brain the impulses sent by the object belonging to the advertised product through the senses of seeing and hearing as a logo or as an event which can be recalled later on.

Let us think how the need for drinking refreshments develops in a person.

The desire which is formed as a result of the chemical change in the physiological structure makes up a whole with the logo of the ad which has been located in the data bank of the brain beforehand or with a short film on the subject.

The main thing is to determine very well and accurately the needs and the wishes and communicate these messages to the brains. The creativity of advertising and its being a branch of art is directly related to the direction that it takes.

Scientifically, all ads that come into being start at this point. Mainly, advertising has the purpose of introducing and making a product perceivable which is not known. The basic starting point begins and ends up in the brain as it has been explained above.

The importance of the concept of advertising can be understood when we think that the desires and wishes exist in the human structure permanently and all the things that have a model are located in the memory and the data bank of the brain.

Today, in the internet which is the latest miracle of the technology and accepted as a means for communicating the knowledge, advertising has a considerably large share.

We are accepting that this indispensable concept has a positive contribution to humanity, so long as the means of introduction should be in accordance with the values of the society, so long as it makes people think and expand their views without deviating from the objective.

In our country, we are witnessing that the advertising agencies are exhibiting these kinds of documents.

Ahmet F. Yuksel