Advertising: The Role Of Perception In Advertising

For riders to even notice an ad there should be a stimulus. Stimuli may include brand names, products, advertisement packaging, and commercials. Stimuli create a sensation as an effect of direct response (Peter, Olson, & Grunert, 1999). The input causes the sensation through the sensory organs. These organs include the eyes, skin in case of a touch and the ears. These functions are considered when designing a product. A person’s absolute threshold represents the point where a consumer can identify the difference between “something” and “nothing” or rather the point where his stimuli are triggered. Riders like any other people get stimulated ‘below their level of conscious awareness’ when they perceive stimuli without being consciously aware.

Objective reality is based on personal choice; this includes a person’s wants, need, values, and own experiences. Perception is an estimate of reality and hence this to marketers is power. Exposure is the extent to which we encounter stimulus. Therefore this explains the reasons why we are exposed to numerous advertisements on billboards on freeways, at home in the radio and TV, on bumper stickers and banners. In order for stimuli to gain significant strength it should be exposed extensively, this is generally through repetition. This will enable the stimuli to be noticed and hence be processed. Attention is required for an individual to make sense of the stimuli.

Numerous factors influence the extent to which stimuli will be noticed. The primary and most important is relevance (Hawkins, Best & Coney, 2010). Ads that are custom made to target specific consumers will be quickly be notified by the intended consumers, but will mostly remain un-noticed by other consumers. For instance ads, marketing baby products are more likely to be neglected by teenagers but can be noticed by mothers. Consumers are more likely to pay attention to reverent pleasant stimuli, unlike irreverent stimuli. It is, however, important to notice that consumers are also expected to pay attention to very unpleasant stimuli, hence making them highly efficient. Marketers should be able to apply these concepts to develop ads that can create

This will go a long way in affirming the fact that being curvy is beautiful. Similarly, this will also enhance acceptance of diversity of body shapes. On the other hand, the society should be taught to demystify myths that large associate bodies with diseases such as diabetes and obesity. There exist people who have skinny body shape but have these disorders. I do understand that plus size women may arise from health-related problems. Through social media, the society should be encouraged to live healthy no matter their body shape (Goh, Heng, & Lin, 2013). This will go a long way in enhancing self-acceptance, inclusion, and support to positive body