Emotion, Attention and Memory in Advertising – Part 2/2

N058_CNT_Emotion Attention And Memory In Ads - part 2We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.

This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.

對於廣告的情感、關注與記憶 章節2/2

我們都知道,一個能夠搧動情緒的故事比較容易被記住,而這些故事也常常能夠影響我們的行為,因此,以情感為基礎的廣告通常比較能達到廣告效果。不過,一個真正有效的廣告,需要的不只是一個好的故事。

本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索,最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。

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