Abstract:
The importance of the study lies in the fact that advertising has become an important economic resource for advertisers and advertisers managers, as well as contribute to the introduction of the characteristics, advantages, methods of use and location of goods and services, and the intensity of consumer-oriented advertising had to be reversed the convincing grooming used by advertising specialists to guide consumer behavior towards decision-making. The study aimed to highlight the concept of mental and psychological persuasions used in the formulation of the advertising message, and to find out the creative aspects of the advertising message. The study used descriptive and observational approaches and the conclusion of the study was to generally identify the advertising message and explain the mental and emotional persuasions. The study recommended that more attention be paid to advertising research and development, encouraging advertising workers to achieve innovation and creative design, and recommended that media colleges should be interested in teaching advertising courses comprehensively, focusing on aspects of advertising in terms of design, directing, innovation and creative design.