The main goal of the advertising is to convince the recipient and lately with the large number of advertisements, traditional advertisements have become very familiar to the buyer, so the recipient has become bored due to the state of advertisement saturation. Therefore, new psychology has been studied to influence the recipient, as there are many factors that affect the recipient, one of the most important is social class, age, culture, Experience, gender...etc. This research came to study a new psychological psychology of persuasion, which is the reverse psychology, as it is a hidden psychology, in which the inner conflict of desire is shown, in order to convince the recipient in advertising content with the aim of affecting the mental energy of the receiving audience in order to convince them of the content of the advertising message. This research will cover the study of the reverse psychology and its role in changing the mental energy of the target recipient. It will also study the considerations of applying the reverse psychology in advertising and the types of individuals to whom reverse psychology can be effectively applied.