Despite the importance attached to the unconscious advertising influence in fields of social psychology and the media communication, rare are research in marketing which clarified this phenomenon of reception, especially in its electronic context. The advent of the new ways of the influence, in this particular context, increases the primacy of the implicit effect (e.g. Zajonc, 1968). Several models and theories resulting from the other disciplinary fields preach a very rich crossroads of knowledge, and being used to explain the process of the advertising effect with its new forms.

After having carried out a theoretical exploration in fields of social psychology and media communication, and marketing obviously, the objective of this research is to propose a framework of analysis of all process of the advertising influence, by the means of these various ways, implicit and explicit. It is a question of studying the antecedents of the strategies of information processing of the advertising formats in electronic context, and of the consequences, which result from it.

In this article, we will present the results of our theoretical exploration of the fields of social psychology and media communication, to explain the process of the advertising effect.