Why do some advertisements seizes our attention while others go completely unnoticed? Why do Bula di or the Hutch puppy (named Chika) become the spotlight of the public eye?
When advertising and PR is the spinal cord of every modern businesses, hundreds of company die every year across the globe just because their marketing and advertisements fail to draw public eye.
All advertisements and marketing campaigns are done with the sole objective of creating and changing the perception of respective target groups.
This perception is not something which is passively recorded by our senses but an active process that is construed by different layers of the brain. In other words, we see with our brain, not just our eyes. Sense of vision is our most dominant sense and this is the reason why television has had been our most dominant media since decades. It is estimated that as much as 85% of our perception, learning and cognition are mediated through our sense of sight, and over one third of the brain is dedicated to the processing of visual information.
Accordimg to Douglas Van Praet, “perception is not a simple linear process, but rather an ongoing back and forth comparison between expectations and incoming sensory data.” Human brains procreate a model of the world in their minds and compare incoming information to those models. When the reality that we observe or experience fits our expectations, we pull off our defenses and things become unconscious. So when the world is accurately predicted, we no longer need to pay attention to that information and are freed up to focus our attention on something more relevant or new.
Take for instance, the act of learning to ride a motorcycle. Initially we pay close attention to all the details we need to know before riding a motorcyle. Like for example the use of clutch and brake functions. How to switch the head lamp or indicators. How to switch gear at every cross road or road turn. But once we get accustomed to it, the process becomes unconscious. Though we remain cautious while driving but we no longer need to be aware of all the perceptual input or motor coordination required for riding a motorcycle. In other words we dont need to fiddle with all switches and buttons. Again we become conscious when something unusual happens. We draw brakes when the preceding car does so or the road is foggy enough for our eyesight. This however elucidates a very important aspect of marketing: awareness of our surroundings occur only when the things we expect violate our expectations.
In modern world every consumer is accustomed and resistant to all kind of conventional marketing approaches. Every single consumer brain is cluttered with several personal and professional issues. Modern marketers need to declutter such concerns in order to grab their attentions and implant brand significance in consumer minds. Since human minds have learnt to bypass all marketing advances to their unconscious, seeking human attention have become toughest nut to crack for all marketers.
Therefore, marketing approaches which are distinct or stand out from the rest, do successfully violate our expectations; consequently grabbing our attentions successfully.
All Source, Unconscious Branding.
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