Post by account_disabled on Mar 5, 2024 3:27:21 GMT
Creative advertising usually presents an implicit and ambiguous message , i.e. which can have more than one interpretation or which is in conflict with the consumer's mental patterns. The latter finds himself faced with a dilemma, a situation that demands to be resolved, and will commit his energies in an attempt to elaborate it . The consequence is that fewer exposures to the advertising message will be necessary to develop memory and a behavioral response. At the same time he will get bored of a creative message later, because with each new exposure he will look for new details to confirm his interpretation. Another fundamental aspect, shown by scholars Yang and Smith, is that consumers adopt an attitude of openness and curiosity when faced with this type of communication.
This happens because a mechanism called DPC (desire to postpone closure) is established , by which we are willing to take on more information before judging. Therefore, prejudices, stereotypes and beliefs do not come into play and, above Belgium Phone Number all, less selection is made on the information received. The consumer is willing to take on more information when faced with creative communication In essence, the consumer wants to be treated as an astute and capable person . The initial frustration with the complexity of the message gives way to the satisfaction of having managed to decipher it.
The positive feelings stimulated in the consumer will repay not only the product performance, but also the performance of the brand. In fact, creative advertising leaves traces and associations in the memory which facilitate the recognition of the brand, but also its spontaneous memory. How to create a creative campaign: 5 ways According to the test invented by the psychologist Torrance in the 1960s, divergence can be created in five ways: • Using original elements that deviate from what already exists or what the public thinks they know; • Adopting a flexible vision of the product, which shows it in new situations or uncommon uses; • Combining elements that normally have no connection;
This happens because a mechanism called DPC (desire to postpone closure) is established , by which we are willing to take on more information before judging. Therefore, prejudices, stereotypes and beliefs do not come into play and, above Belgium Phone Number all, less selection is made on the information received. The consumer is willing to take on more information when faced with creative communication In essence, the consumer wants to be treated as an astute and capable person . The initial frustration with the complexity of the message gives way to the satisfaction of having managed to decipher it.
The positive feelings stimulated in the consumer will repay not only the product performance, but also the performance of the brand. In fact, creative advertising leaves traces and associations in the memory which facilitate the recognition of the brand, but also its spontaneous memory. How to create a creative campaign: 5 ways According to the test invented by the psychologist Torrance in the 1960s, divergence can be created in five ways: • Using original elements that deviate from what already exists or what the public thinks they know; • Adopting a flexible vision of the product, which shows it in new situations or uncommon uses; • Combining elements that normally have no connection;