The I - concept - psychological factor in the advertisement Cover Image

Аз - концепцията - психологически фактор в рекламата
The I - concept - psychological factor in the advertisement

Author(s): Yonka Baltadzhieva
Subject(s): Psychology
Published by: Бургаски свободен университет
Keywords: I-concept; self-assessment; necessities; necessities from self-respect; psychology and advertisement

Summary/Abstract: The article reviews the contemporary ideas of the I concept’s content of the personality and analyses its relation to the efficiency of the advertisement as communication. The article presents the thesis that the developed I concept of the personality has a regulatory function as related to human actions and behavior, it activates the person and determines its path of life and in this respect it is one of the basic psychological characterizations which directly refer to the advertisement and its influence.

  • Issue Year: 2010
  • Issue No: 1
  • Page Range: 68-76
  • Page Count: 9
  • Language: Bulgarian