Cognitive Psychology in Understanding Advertisement - Essay Example

Running Head: Mnemonic Value mnemonic value of advertisements In one way or another someone will be compelled to open a magazine and flip through it pages looking for something interesting to read. Sometimes articles with fascinating titles will catch the reader’s attention but most of the time advertisements stop them on their tracks. With limited space to work on magazines, companies use the study of consumer psychology to be able to maximize the effectiveness of print advertisements. This paper will look into the underlying principles behind consumer psychology and how it could make advertisements successful. Using the doctrines of consumer psychology, this paper will analyze five magazine advertisements and evaluate how consumer psychology was applied. After which some recommendations will be made on how the mnemonic or recall value of some of the advertisements could be improved. Advertising and Psychology Advertising has been around for ages ever since the human race learns how to exchange goods. During the early times there was still no formal study of how advertising could be done systematically and effectively. In fact not much marketing was done since there was limited competition to feel the need to advertise one’s product and limited medium to have an avenue to do so (Taflinger, 1996). But as time change and consumers become smarter with their purchases companies now are bound to adapt to these change to be able to rise above the competition. The objective of advertising is to distinguish one product from another. It tries to sell the product or service by tapping into the consumers’ senses and emotions (Taflinger, 1996). To reach this objective the use of doctrines from psychology and sociology will be vital (Roy, 2007). In this paper the role of psychology will be the focus, particularly cognitive psychology. This is one school of thought in psychology that deals with the study of mental processes. It examines how the mind process incoming data from the senses into information that the person will use in everyday life. Some of its application is for memory enhancement, better decision making, and improvement of school curriculum for better education (Van Wagner). Some of the study under cognitive psychology are how people think, reason, solve problem, makes decision, and also how the memory works (Pezdek, Deffenbacher, Lam & Hoffman). These studies have been beneficial in the business world since it can help businessmen understand how consumers associate themselves to their goods or services (Friestad, 2001). Although a consumer makes mindful decision when making a purchase little do they know that these decision was influenced by information stored involuntarily (Pezdek, Deffenbacher, Lam & Hoffman). Understanding all these factors helps make an advertisement appealing, believable, and easy to remember. First and foremost the advertisement must catch the consumer’s attention, keep them focused by getting the customer identify themselves to the product, then make them understand the product and store it in memory which eventually will result to purchase later on (Roy, 2007). All of these happening unconsciously in one’s mind. By applying the principles of, how memory is created, stored in the mind, and its recollection, advertisers can create effective advertisement that can eventually result into a sell. This paper will examine the some principles of cognitive psychology which relates to memory. Overview of the Memory Memory in psychology refers to the procedures involved in creation, safekeeping, and recovery of information (Van Wagner). Three procedures are involved in making a memory: transforming the information to an understandable structure (encoding), brief (short-term memory) or permanent (long-term memory) keeping of the said structured information in the memory (storage), and lastly its recovery later (retrieval) (Memory, 2007). The three types of memory are sensory memory, short-term memory and the long-term memory. Sensory Memory When a person receives information through the senses it goes to the sensory memory first. This memory acts like a holding area for information before it goes to the short-term memory. If the information has no relevance to the person it gets discarded (Human Memory). Information in this phase only last for a few seconds. Stimulus can come from different senses but most of the studies are dedicated to iconic memory (information from the eyes) and echoic memory (information from the ears). Studies show that echoic memory last longer than iconic memory (Sensory Memory) Short-term Memory (STM) Once a person concentrates more on the stimulus in the sensory memory then it continues to the short term memory. It can be compared to the RAM of the computer where information can be stored briefly and manipulated (Clark, 2004). Recently psychologists have coined this storage as the working memory (Definition of Short, 1998). It is called so since not most of the time we need to permanently keep some information from time to time we immediately use the information (Clark, 2004). For instance, when asking for direction, the given information is repeated until the destination is reached. This process is called maintenance rehearsal, a memory tactic to keep the information in the STM without transferring it to the LTM for later use (Thorne). Information in the working memory is only retained for 20-30 seconds and the space allotted is very limited (Memory Storage). According to the study conducted by George Miller (The Magical Number Seven, Plus or Minus Two Some Limits on Our Capacity for Processing Information) the STM can only store about seven pieces of information (The Magical Number). To increase the capacity of the STM the method of chunking is used. Chunking refers to the grouping of information into little chunks so that it could be easily stored or remember later. For example it is easier to remember telephone numbers this way 800-999-9955 than this way 8009999955. Another phenomenon in the STM is the serial position effect. Studies shows that when people are asked to memorized items in a list the tendency is for them to recall items based on its position. If items at the start of the list are best remembered it is called primacy effect. On the other hand, if the items at the bottom standout more then it is called the recency effect. To apply it in advertising, it is in the company’s best interest to position important information about their product at the start and end of the ad for more effective recall (Molec). Long-term Memory (LTM) The long-term memory can be associated to a hard-drive in a computer. Information stored in the LTM is permanent and its capacity is immeasurable (Memory Storage). It acts like a library for all the things we learn from infancy until adulthood. It works hand in hand with the STM. (Long-term Memory: Basics, 2005). The process to transfer information from the STM to the LTM is called rehearsal (Clark, 2004). There are two types of memory rehearsal: maintenance rehearsal and elaborative rehearsal. As discussed above maintenance rehearsal, also known as item-specific rehearsal, is a robotic repetition of information in the STM. While elaborative rehearsal is a memory strategy wherein meaning is put into the information being stored (Elaborative , 2005). The best example of this is a spelling bee contestant. Contenders in this contest not only memorize the spelling but also study its root word, pronunciation, definition, and etymology. Types of LTM Declarative memory is the memory of details or specifics (Fong, Ha, Lai, & Nisbitt). For examples are date of birth, name, and address. This type of memory could be further divided into episodic and semantic memory. Episodic memories are memories associated with time. These are events that happen to a person at a particular time (Pritchard). When recollecting episodic memories a person tries to recreate the events through pictures (Long-term Memory). Semantic memories on the other hand, are memories not bounded by time. These are memories about ideas, words, and symbols (Human Memory). The brain store information in the semantic memory as set of rules. So when one tries to recall this memory the rules are followed (Long-term Memory). Another type is the procedural memory which is the memory for the skills such as talking, walking, and dancing. The answer to the question “how to” is answered by this memory (Fong, Ha, Lai, & Nisbitt). This type of memory is regard as implicit since there is no deliberate recalling of the memory whenever the skill is performed. While declarative is explicit since there is a deliberate recalling of the memory (Types of Memory).For instance when a person talks there is no conscious effort to recall how to do it. The person just talks, in contrast, to trying to recall where the White House is located. Accurate explanation of how the episodic, semantic, and procedural memory collaborates is not yet available. However it is clear that combining each is needed to be able to go through tasks that a person needs to do everyday. Levels-of-processing effect Level of processing effect is another conventional model of memory. This is from the research of Craik and Lockhart (1972) that suggests individuals go through stages of rationalization while information go through the course of encoding, storage and retrieval (Huitt, 2003). Depth of processing according to the study ranges from shallow to deep processing. Shallow processing is the examination of the trivial features of the information such as color or smell. However when the information is examined by associating it with information already in the memory, it is called deep processing (Psychology Dictionary). According to the study all information received by the senses are kept in the memory perpetually. However, recollecting this information depends on the manner of how it is processed (Huitt, 2003). Thus, an individual tend to forget faster information handled using shallow processing than deep processing (Depth of processing). Examples of Advertisement in Magazines There are a lot of varieties in magazines depending on its intended audience and purpose. But one thing is common among all this variety and that is print advertisement. While flipping through the pages either front to back or vise versa one will be exposed to the ads. As indicated above any information that comes through the senses will be stored. One might not know it but he or she was already influenced by the ad and it can make a difference in purchase later on. Based on personal observation most of the magazine advertisements share common characteristics that uses the principles already discussed in this paper. First is the use of the serial effect. Since it is said that people tend to only remember information presented first or lastly seen. Most of the magazines place advertisements at the first few pages of the issue. It will be either before or after the table of contents or sometimes the table of contents will be sandwiched between advertisements. Then classified ads will be at the last page and most of the time the back cover is also an advertisement. This placement is very effective indeed especially if the reader just flip through the pages whether from the front or back. Another common principle that is present is the principle of rehearsal. Again this principle states that to be able to store information in the LTM it will need to be repeated in the STM. Now typically magazine readers scan the pages more than once (PPA) while trying to see of there are other interesting thing to read. Automatically information about the ad will stored in the LTM and through episodic memory (the event is while reading the magazine) an individual can recall the ad and its message about the product. Lastly, while reading a magazine there is a conscious effort of decision-making to whether the reader should read further or not (PPA). The principle of depth of processing comes into play. Readers read further into the advertisement because it is of interest and it has meaning to them. Usually the advertisement will appeal to some information that is already in the LTM. Size and color do not matter much in keeping the reader reading or looking at the advertisement. Even though these characteristics are inherent of magazine advertisement individual ads still raise the bar much higher. With further application of principles from psychology print ads are not only creative but also effective in delivering the product message even if the reader just pays attention for a few seconds. Figure 1 (Omega advertisement) Omega watches are luxury watches made from Switzerland. It started at around the 19th century and was founded by Louis Brandt. After his death his sons took over the company and eventually rename it from Bienne to Omega . Aside from Nicole Kidman other endorser of Omega watches are F1 driver Michael Schumacher, Golfer Ernie Els, swimmer Ian Thorpe and former supermodel Cindy Crawford. Omega watches are also staples of James Bond movies since 1995 (Knutson, 2006). In this ad the positioning of the brand name and logo is at the top and bottom of the page. The face of Nicole Kidman and the watch itself is also positioned near at the top and bottom. Clearly a use of the serial effect since nothing much can be seen at the middle only the statement “Nicole Kidman’s choice”. Even without this statement a person paying attention to the advertisement could already associate the watch to the famous actress. Upon looking at the advertisement it will appeal to the emotion of wanting to be like the endorser. So it will create an image in the mind that by wearing this watch the person can be like the endorser, in this case Nicole Kidman. As a recommendation instead of using famous endorsers in the print ad it should promote the craftsmanship of the Omega watches. With the use of chunking the information about the watch could be enumerated and these fine points about the watch could still be as effective. Figure 2 (Tag Heuer) Another popular brand of watches is the Tag Heuer. According to the company’s website the new versions of the “What are you Made of?” campaign embodies the company’s belief in force and beauty. The watches are carefully paired with the endorser to match their quality to the product. Just like the Omega print ad the use of placing the important details to the top and bottom is present. With the endorser’s picture occupying the leftmost part and the brand and watch at the rightmost it was able to cover the essential corner of the ad. Figure 3 (Heineken) Based form the official website the Heineken brand and company was established by Gerard Adriaan Heineken around 19th century in Amsterdam. The company is considered to be one of the leading brewers in the world. The flagship brands are Heineken and Amstel but the company carries another 170 brands. It is base in Europe but the beer is almost available anywhere in the world As one can observe the serial positioning effect is used again but this time from left to right and top to bottom. The slogan is at the left and the logo again is positioned at the lower right hand corner just like in the Omega print ad. This ad has taken advantage of the chunking principle as well. The story about the bars is grouped into bits of information and is presented into single lines. The lines are limited only into about nine lines. As stated by the magical number seven principle that the STM can only hold about five to nine chunks of information. This ad as well made use of the space in the middle by presenting an interesting association of the beer bottles to the location of the bar. For instance the glass beside the beer bottle is broken since the story is about the Opera House. By using depth processing one can associate that the glass got broken because the opera singer is signing a very high note. With the unique presentation of the beer bottles the Heineken ad not only capture the readers’ attention but also engaged them using a story and making them associate the product to things that the reader might have experienced before. In the future, inclusion of a warning about drinking and driving is a good addition. It can be added at the bottom of the ad as a final remainder to the reader about the consequence of irresponsible drinking. Figure 4 (Got milk) As per the official website the Got Milk? ads are advertising campaign to encourage people to drink milk. This campaign used an array of famous endorsers. Since it’s used in 1993 there was a significant increase in milk sales. Important details of the advertisement are arranged from top to bottom. The face of the endorser is the very top and the health benefit of milk at the bottom. It might not be obvious but the story was presented using chunking. By careful observation there are 7 sentences in the story, 7 important point about the ad. The ad could be enhanced further if Hayden is wearing a cheering leading uniform. Since the story is about lean body and is targeted towards the teen demographic. Then the cheerleading uniform will have a better meaning because cheerleaders need to be lean and strong to be able to perform their task. Figure 5 (Marlboro) Marlboro was initially an unfiltered cigarette for woman. But with the advent of studies connecting smoking with cancer Marlboro was lunched as a filtered alternative. To remove the feminine impression of the brand the Marlboro man was born. To make the cigarette more appealing to man cowboys are used and shown doing manly task like horse riding and rodeo (The Marlboro Man, 2002) With the picture of the cowboy covering the almost the whole page. The advertisement is making a loud statement that the Marlboro cigarettes are really for the manly. It still uses the serial position effect by making sure that the top, bottom, left and right are covered. The brand as well as the warning sign is aptly placed at the bottom. Some variations of the ad will still have the Marlboro man in it but the brand will be at the top most part. References Clark, D. R. (2004), The Three Memory Storage Systems. Retrieved May 19, 2008 from http://nwlink.com/~donclark/hrd/ahold/isd.html Deffenbacher, K, Hoffman, R., Lam, S., & Pezdek, K. (n.d.). Cognitive Psychology: Applications and Careers. In Donaldson, S., Berger, D. & Pezdek, K.(Eds.). (In press). Applied Psychology: New Frontiers and Rewarding Careers. 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Retrieved: May 19, 2008, From http://www.cdl.org/resource-library/articles/memory_pt3.php “Types of Memory” (n.d.). Retrieved: May 19, 2008, from http://www.sparknotes.com/psychology/psych101/memory/section2.rhtml Van Wagrner, K. (n.d.). What Is Cognitive Psychology?. Retrieved: May 17, 2008, from http://psychology.about.com/od/cognitivepsychology/f/cogpsych.htm Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Read More