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 terrestrial world; it can represent anything in the spiritual world. 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 consistency of tones gives individual the capacity to discuss formation of happy, unhappy, and every single other feeling. The key objective of ad is to connect the response to music with the reaction to the advertised product – to demonstrate the unconditioned stimulus (US) (music that appeals to the recipient) with the conditioned stimulus (CS) (product), so that the CS (product) can, whether in the presence or absence of music, accomplish the conditioned response (CR) (delight, fulfilment, and so forth)
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 advertised product. Psychologists indicated that the effects of colours can be defined by connection with the world around us and they are a matter of spirit (Vysekalova, 2007), occultism seeks relations between colours, numbers and sets of notes on a musical scale. Although the features and also the individual perception of colour slightly differ across cultur