What is "when you look at an advertisement?

When you look at an advertisement, several things happen both consciously and subconsciously:

• Attention: The advertisement first needs to grab your attention. This can be done through various techniques like bright colors, intriguing images, surprising elements, or a compelling headline. Without capturing your attention, the advertisement is immediately dismissed. Attention

• Recognition: You identify what the advertisement is for. You might recognize the brand, the product category, or even the specific product being advertised. This recognition triggers existing knowledge and associations you have about that brand or product. Recognition

• Engagement: If the advertisement is successful at gaining your attention and recognition, you might engage with it further. This could involve reading the text, watching the video, or simply looking at the images for a longer period. Engagement is crucial for processing the information conveyed in the advertisement. Engagement

• Processing: While engaged, you begin to process the information presented. This involves understanding the claims being made, evaluating the credibility of the source, and comparing the information with your existing beliefs and knowledge. Processing

• Emotions: Advertisements often aim to evoke emotions to create a stronger connection with the audience. This could be happiness, sadness, fear, excitement, or nostalgia. Emotional responses can significantly influence your attitude towards the product or brand. Emotions

• Persuasion: The ultimate goal of most advertisements is to persuade you to take some action, such as buying the product, visiting a website, or changing your opinion. Persuasion techniques can include logical arguments, emotional appeals, and social proof. Persuasion

• Memory: Even if you don't take immediate action, the advertisement may leave a lasting impression in your memory. This memory can influence your future purchasing decisions or your perception of the brand. Memory

• Attitude: Exposure to an advertisement can shape your attitude towards the advertised product or brand. A positive experience with the advertisement is more likely to result in a favorable attitude. Attitude