The Connection Between Advertising And Affect

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If you watch thirty hours of TV per week, you will view roughly 37,822 commercials per year and 100 ads per day. In addition, you will see another 100 to 300 ads every day through other forms of media (Foothill College, nd). _ In modern day, marketers and advertisers use a variety of sensory techniques that cause us to remember and react to a constant barrage of information all around us. When engaging with advertisement stimuli, respondents react not only emotionally, but also to the informational component of a commercial’s message. Information transmission to large-scale audiences utilizes sensory stimuli in ways that alter the chemistry of the brain, driving towards control of an individual’s emotions, and subsequent consumer…show more content…
The time between exposure to an ad and a subject’s subsequent consumer decisions proves that advertising does, in fact, change long-term storage of encoded memories. In addition, advertisements can be encoded and remembered differentially due to the time at which they viewed, therefore producing various affects. More recent memories are highly dependent on a person’s surface-level reaction to information presented, or their primary emotions associated with the ad. In a study involving the MAC (memory, affect, cognition) model of “the intermediate effects of advertising”, scientists observed the influence of affect on the brain, proposing four hypotheses to test the intimacy of the relationship of emotional and consumer response to advertisements. The first hypothesis stated that ads with higher affective content would correlate with greater recognition and recall. Supporting this notion is the finding that decision-making, rather than cognition, has been found to be more related to emotional affect, an implication that supports greater research of brain regions evolved in emotion. A second hypothesis tested utilized beta-blockers, which interact and inhibit affect-oriented brain regions, to determine whether treated subjects would recognize and recall less advertised material in comparison to placebo-treated subjects. The ingestion of these beta-blockers was found to dull emotions associated with
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