By Sandhya Shyamsundar, WBNUJS, Kolkata.
We gather information through our senses. We get knowledge of our external world with the order of Sensation- attention- perception. Since our information processing is limited, our attention is selective, divisible and shiftable.
The main purpose of an advertiser is to catch the attention of the targeted audience in a most effective way and in a very short span of time. Therefore, in order to get the message across, he has to play on the psychology of the specified audience. He does this by effective visuals, a powerful punchline, social relevance, etc. In fact, physical properties such as headlines, slogan, size, etc. play a central role in attracting the consumer’s attraction.