So what is perception?
“is how we see the world around us” (Schiffman & Kanuk 2003)
Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. (Kendra Cherry, 2010)
Perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. (sapdesignguild, 1977)
well thats our three definitions, now we need to look into it in more detail.
Perception has three components and they are:
Sensation -àAttention -àInterpretation
Sensation is the basically your five senses and these are the element that marketers use when advertising . The five sense are :
Vision
This is arguably the most affective sense that marketers use in advertising i.e. the packaging which plays essential part in grabbing the consumer attention. These a saying that goes a picture can say a thousand words which is this sense are used very often. Colours have meanings that consumers associate them with. The link below is a list of colours and what we associate with them.
Sound
This is another sense that the marketers use. In my opinion it is very a powerful as music can make you feel a certain way. Music can make you feel happy, sad, want to dance etc. Personally when am feeling down I noticed I like listening to more sad or depressing songs doesn’t help at all but I only listing to it because its goes with the how am feeling. This what marketers try to do they choose songs that go with what they want you to feel. For example the Nolan’s Cheddar cheeses uses a happy song at the start with am “ am on the top of the world” but then goes into a sad song when the mouse get trapped.
Touch
Yes even touch can be emphasised on adverts. This is another sense marketers use, surprisingly this is used quit a lot in perfume adverts. This is also used in chocolates adds to convey the smoothness for example. This is also used in tissue adverts by portraying how soft it is a prime example is the Andrex tissue.
Taste
Taste is another sense that is used in marketing. This is very important in the food industry as it is vital that they get across how nice their products are and most of all how they are nicer than their competitors. This is used in chocolates and biscuits for example to portray how creamy or crunchy they are.
Smell
Yes this can also be shown through adverts; this can stir emotions or create feelings. For example it can make you feel relaxed. This is commonly used in adverts of air fresheners e.g. emphasising the freshness or the lavender smell etc.
ATTENTION
The next thing you have to do is GRAB THE CONSUMERS ATTENTION .
Attention is the degree to which consumers focus on stimuli within their range of exposure. (Solomon, Bamossy, Askegaard, & Hogg, 2010)
Grabbing the attention of the consumer is very important, so how do we do this, well you can just stick a nasty picture up or just use sex to sell am not joking many businesses to that. These are not the only ways of course but just two I’ve picked out that do have huge affect on getting the consumers attention. other methods include having huge adverts that u cant miss, so size does matter, can be something funny etc .
Ok here are some attention seeking adverts for you :
Beautiful naked woman taking a bath in Budweiser capsules. STUPID ? well it got my attention didn't it, to be using it in this blog,and am sure your still looking :p
Ok stop staring now :p but really was there any need to put a girl that couldn't be wearing a shorter skirt than that ?? well yes,? why ? TO GRAB YOUR ATTENTION OF COURSE. hey it worked didn't it ?...
This was meant to be a advert for a PEN !! there are other versions of this advert with different modals and guess what none of these modals are wearing any CLOTHS, these are actual marking of the pen !
Bloody but Great ! grabs your attention straight away, wondering what this advert is about, you don't realise until you read the writing " Don't talk while she drives "
well these no blood in this one just replaced with cockroaches !!
Back to being bloody again, but this is very effective aint it? , I personally think it gets its message across very well :D
TO CHECK OUT MORE OF THESE EXTREME ADVERTISEMENTS CLICK THE LINK BELOW :
"Turns birdie into mans best friend" haha .. aint that clever ?
Interperation
Process of assigning the meaning on a basis of stimulus:
1. Schema, the meaning we assign to stimulus on the base of knowledge, personality, thought background and feelings .
2. Priming properties of stimulus that suggests a schema that leads us to compare to other similar ones we encountered in the past.
Basically thing such as what our background are cane effect the way we interpret things e.g. if you’re from a different country you will have different cultural values, the level of education you get will also influence you interpretations, you personality will affect how you interpret things e.g. your dislikes and likes, how your feeling at the time will affect how you interpret things e.g. You might be in a bad mood and you just didn’t see the funny side of things etc.
Time for some psychology, yes in a marketing blog , you see where it fits in...
Gestalt Psychology (psychology of form)
· Figure & ground – basically here the Gestalt says that the whole thing is the most important which catches the attention not the individual bits.
· Grouping - we tend to group things together or patterns, objects that have similar characteristics . For example all shampoo bottle are similar shapes.
• Closure -Gestalt basically says that we tend to see an incomplete picture but then we automatically fill in the gaps for example you can see bit and bobs of a picture but you automatically fill in the gaps which completes it.
Even though the panda is not complete, these enough of the picture for you to fill in the gaps and complete the picture.
Stimulus Ambiguity
This is when we cannot immediately recognise the shape or form. In order to interpret we need to find some text to it.
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