The criterion of behavioral expression is a strong and absolutely necessary criterion. But it is not enough, because both conscious and unconscious processing are expressed in the subject's answers. In the case of communication for advertising type, the stimuli are represented by the advertising messages themselves, respectively the components of an advertisement. The elements that make up an advertisement are stimuli that are received by individuals as sensations with a certain informational content. Any advertisement must achieve a unity between the conceptual text and image message and the elements related to shape and color.
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Iliescu D. & Petre D. (2005). Psihologia reclamei si a consumatorului. Bucharest: Ed. Comunicare.ro.
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