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1) Executive summary & Main report : Attention
2) Main report: Perception
3) Main report: Perception and colours
4) Main report: colours (cont)
5) Main report: Memory
6) summary and recommendations
7) References…read more

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Executive Summary
This report shall look at how by using some
Psychological tactics within advertisements. This shall focus on three of the main commonly
used concepts of Memory, Perception and Attention. Explaining these concepts and
providing evidence on how the can be applied to advertisement campaigns.
Although Perception, Memory and Attention are quite closely linked through Cognitive
Psychology, each do stand alone in certain models.
Main Report
Attention ofcourse is extremely important in an advertising campaign.
By capturing the attention of the potential consumer.…read more

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This will then react a response from our memories , sensations and our thought
processes ,which in turn will grab the attention of the consumer. The attention will then be
open to action of whether to process the information any further. This is where the next
cognitive psychological model of Perception activates.
Perception works by processing stimuli through our senses. This report shall concentrate on
the vision aspect which is important to an advertising campaign where smell and touch is not.…read more

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To understand visual perception one of the most influential psychological theory is that of
David Marr (1982) which consists of three stages :
1) Primal sketch
which is basically twodimensional edges and light and dark edges.
2) 2 ½ ­ D sketch
which provides shading, texture depth and arrangement of the visible areas.
3) 3D
Which is when an objectcentered is achieved even though many of the
features are obscured a full descriptive view is available.…read more

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Yellow is the first colour of which the human eye processes and is often
used to grab attention.
Green is a relaxing colour and is quite commonly used in natural
products and environmentally friendly products.
Blue has been proven to be popular with adults and is often used in
advertisements of jewelery. However it does have an adverse affect
food products.
Purple is associated with royalty and is effective use in the sale of
luxury and rich products.…read more

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By using first familiarity to grab attention and then the use the correct stimuli making it bright
taking away the time for the eyes to adjust to the advertisement , using the correct colour to
get the correct response in perception can have an effect on the memory .
Memory is also a very important thing in an advertising campaign as the purpose is to get the
consumer to remember the product.
Memory works simply as a store of information learned.…read more

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It is the rehearsal that is of quite importance as with in advertisements the introduction of
such things as repetitive song or phrase can help the rehearsal process for example:
Just two of the examples of simplistic but very effective slogan phrases used in successful
advertisement campaigns.
Summary and Recommendations.
This report has highlighted
some of the ways in which psychology plays a part in advertisement campaigns.…read more

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Marr. Also using the information of how using the right colours in both the design of
packaging and company logos will boost sales. Colour and shading can also have the
desired affect in use of television advertisements. By understanding how memory works we
can manipulate the shortterm storage. This can be achieved by making the slogan simplistic
and short or by use of a catchy jingle or song.
1. Alan J. Parkin (2000). Essential Cognitive Psychology. Sussex UK:
Psychology Press Ltd
2.…read more

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retrieved 8/7/12
6. http://www.scool.co.…read more


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