In today’s modern world, when competition on the market is constantly increasing, the goal of advertisers is to reach consumers. In order for a brand message to be recognizable among other messages, it is not only necessary to have an innovative way of advertising, but also to take into account the psychological aspect of consumer behavior. It is known that the use of a human subject in advertising can be a way to attract attention, but there are other details that can play an important role in conveying the message, positioning the brans in the minds of consumers and building brand recognition and strength. If advertisers take such details into account, they can create a better chance for winning the battle on the market. One of these details is addressed in this paper. This paper researches the importance of gaze direction of a subject in an advertisement, on the reaction of those exposed to the ad. Research has shown that there is a mechanism that is activated the moment an individual turns his gaze towards a particular object. By doing so, he indicates to other individuals around him that he has diverted his attention to something that is currently occupying his attention. Research has also shown that such a change in the orientation of the gaze affects other individuals around the subject, in a way that these individuals will also turn their gaze toward that same object. People look at things according to which they have a certain dose of attraction. Redirecting the gaze towards a particular object shows their dose of liking towards that object. This paper examines the difference in the reactions of two groups of respondents depending on whether they were exposed to an ad with a direct or averted gaze. Results have shown that a gaze toward the advertised product can increase the level of detail memorization and overall liking of the ad.