ADV 319 Lecture Notes - Lecture 3: Subliminal Stimuli, Advertising Campaign, Visual Perception
Document Summary
= process process by which sensations are selected, organized, and. We receive external stimuli through 5 senses, generates internal sensory experiences. Can"t pay attention to everything that we are exposed to, don"t always interpret original intent consumers interactions with products. Subtly influence how we think about products we encounter. World combination of colors, sounds, odors, tastes color provokes emotion, reactions = biological + cultural, color is becoming brighter. Visual perception = products/ads (size + shape, lettering), culture. Sensory marketing of sensations on our product experiences. Companies think carefully about the impact. Phonemes: individual sounds that might be more or less preferred by consumers. Marketers use sound + music to create mood. High tempo = more stimulation, slower temp = more relaxing. Sonic identity - use of specific sounds to identify a brand (jingles) Sound symbolism - way a word sounds = interference of product + attributes and evaluations. Haptic, basic sense we learn before vision and smell.
