How
Selective Perception Applies to Ads:
Factors such as the sizes, colors, and shapes of print ads as well as
the sound effects, music, and intriguing plots of the ads broadcasted through
electronic media may greatly affect how these ads are perceived.
The size of a print ad, the amount of illustration, the location on a page,
and the size and number of words in a headline are a few more of the factors
which affect the perception of advertisements ( 
). For electronic media, distinctive sounds including music or sound
effects, humorous plots, and popular celebrities always attract an audience's
attention ( 
).
There are three important aspects that aid in eliciting attention: distinctiveness,
media differences in acquiring attention, and advertisement structure
(
). A distinctive advertisement is one which is unique, interesting,
or relevant (
). Zaltman and Wallendorf cited Wright (1974)
who said that various forms of media differed with regard to how they affect
attention. They quoted Wright, "Print and broadcast media could have
very different effects, depending on the level of involvement of the consumer."
Zaltman and Wallendorf (
) also argued that the amount of structure and distinctiveness of an advertisement
could draw people in and encourage them to become more active in processing
information about a product or service.
Go Back
to Main Page