Advertising Agency Examines Factors That Affect Memory
Mike Catherall
February 03, 2006
Advertising is something that has made it's way into popular culture. As much as it is reviled for interrupting our favourite shows or hockey games, it is also admired, when done well, for its wit, humour or insight into the human condition.
As to whether advertising actually works or not, few people like to admit that it does, as we discussed in the previous two articles in this series, because it undermines their own ability to make conscious decisions.
It is true that advertised messages take up a certain amount of space in our minds. Yesterday we discussed how we become aware of something through reptition, or frequency. Now we will take a look at how are we drawn to the communication message in the first place, and how our memory works to remember it.
Expanding on our theme of how advertising affects you, let's take a look on a deeper psychological level.
Elaboration
The more elaboration that occurs with a message, the more likely it is to be centrally processed (as opposed to peripherally processed) into long-term memory. Centrally processed information becomes a part of our explicit memory, and consequently has a greater chance to be recalled, lasts longer, and is capable of more pervasive attitude change.
Six strategies aimed at achieving elaboration on a message are Disruption, Talk Power, Shock Tactics, Word of Mouth Generation, Primal Motivation, and Humour/Surprise.
The media environment is cluttered. We see thousands of ads a day, so for something to break through that clutter it has to be unconventional, irreverent and creative. Something to catch us off-guard and provoke deeper thought into the issue.
Here is an ad that was designed to be centrally processed. It is something that you have to think about, and open new cognitive pathways for it to make sense.
Tomorrow we will look at other methods advetising agencies use to draw your attention, and facilliate memory in their message.
If you enjoy these articles, please feel free to comment at mike@creativewonders.ca.
Also, I am trying to raise $5500 for leukemia by running a marathon in June, if you would like to help me in my efforts, or sponsor me in my race, please click here
As to whether advertising actually works or not, few people like to admit that it does, as we discussed in the previous two articles in this series, because it undermines their own ability to make conscious decisions.
It is true that advertised messages take up a certain amount of space in our minds. Yesterday we discussed how we become aware of something through reptition, or frequency. Now we will take a look at how are we drawn to the communication message in the first place, and how our memory works to remember it.
Expanding on our theme of how advertising affects you, let's take a look on a deeper psychological level.
Elaboration
The more elaboration that occurs with a message, the more likely it is to be centrally processed (as opposed to peripherally processed) into long-term memory. Centrally processed information becomes a part of our explicit memory, and consequently has a greater chance to be recalled, lasts longer, and is capable of more pervasive attitude change.
Six strategies aimed at achieving elaboration on a message are Disruption, Talk Power, Shock Tactics, Word of Mouth Generation, Primal Motivation, and Humour/Surprise.
The media environment is cluttered. We see thousands of ads a day, so for something to break through that clutter it has to be unconventional, irreverent and creative. Something to catch us off-guard and provoke deeper thought into the issue.
Here is an ad that was designed to be centrally processed. It is something that you have to think about, and open new cognitive pathways for it to make sense.
Tomorrow we will look at other methods advetising agencies use to draw your attention, and facilliate memory in their message.
If you enjoy these articles, please feel free to comment at mike@creativewonders.ca.
Also, I am trying to raise $5500 for leukemia by running a marathon in June, if you would like to help me in my efforts, or sponsor me in my race, please click here
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