to a receiver (recipient). The recipient receives the encoded message through a certain receiver and decodes it. The content is then prepared to interpretation – such interpretation relies also on the amount of communication noise. The mode by which the recipient reacts is called feedback. Advertising communication has the following features: the communicator is the author of the advertisement, the recipient is the receiver and the transmitted message is commercial information that aims to fulfil the advertising goal, because all communication desire for a feedback (Popisil, 2012).
Each advertising sign has its own shape – whether it is big, small, rounded or angular – and by changing shapes, the advertisements reach certain rhythm. Ideally, colour also plays a special role too – mostly by putting crucial shapes into human attention. The basic shapes have their own symbolism. The square indicates stableness and unity, but, paradoxically, advertising uses it only rarely. The rectangle is rather typical for print media than for television promotion, but it can be stated that its features are like in the case of the square. The triangle is symbolically networked to spiritual world (Pravdova, 2013); it can symbolize any object in the spiritual realm (Galik, 2012). The circle may affect the receivers as easy impression; it reminds us of perfection or alteration. Generally speaking, the oval shapes evoke balance and peace. In thousands of cases, they are directly applied to the corporate logo. Unfinished shapes are the best for attracting attention, although they do not always communicate the most wanted significance.
Music is, no doubt the most used acoustic element in advertising in the past and in the present day. It is connected to symbolic audio stimuli that are able to prevail over all thought diegetic noises of environment (non-symbolic audio stimulus), or more exactly constitute them. Music can function without any natural language. Its fundamental elements are tones created by various musical instruments. Symbolic meaning is included exactly in tones grouped into accords, their sequence, height, pace, repetition, execution, etc. Certain regularity of tones grants individual the ability to talk about creation of joyful, sad, and all other emotions. The essential goal of advertising is to relate the reaction to music with the response to the product – to indicate the unconditioned stimulus (US) (music that the receiver likes) with the conditioned stimulus (CS) (product), so that the CS (product) is able to, even without the presence of music, achieve the conditioned reaction (CR) (pleasure, satisfaction, etc).
Colours are amongst the most important symbolic languages of advertising. They appeal directly to ones’ feelings and stimulate emotions. Combinations of colours help us to create fictitious worlds. The relationship of colours with attributes from the external world leads to setting of myth related to the advertis