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

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. 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。

The Value of Emotional Advertising

Before you start asking whether you truly have an ‘emotional’ campaign, you will possibly save yourself some time by agreeing what you are talking about. Do you mean ‘system 1’ or ‘system 2’, engagement, valance, resonance, physiological reactions, emotional priming or emotional brand building, or all of the above?
在你問自己是否真的在做一個「感性訴求」的廣告活動前,你或許應該花點時間先弄清楚自己定義的「感性廣告」是什麼。