When we are exposed to so many advertisements in a day, it’s a wonder we manage to retain any of the information at all. And the way we do so can vary greatly. For example, some ads require us to think about the content of them. Others have no deep meaning but a catchy jingle. Yet, both can be as easily memorable.
Memory is a means by which we draw on our stored knowledge of the past in order to use it in the present. We can firstly divide it into two types. Implicit memory is information we are not consciously aware of. Explicit memory is the information we are aware of having. This can further be divided into episodic memory (personal and autobiographical memories of space and time) and semantic memory (facts, meanings, concepts and knowledge).
Adverts play on memories by trying to make a lasting impression in our minds, as well as by triggering our current memories to help their campaigns. This can be seen in nostalgic advertising, which is when an advert reminds us of our own memories – this makes us see brands and products more favourably.
The ‘Elaboration Likelihood Model’ (Petty & Cacioppo, 1986) describes the different ways our attitudes can be changed. Below is a diagram to show this. In terms of advertising, this can explain how such different types of advertisements can both have positive effects.
To be effective, advertising affects both implicit and explicit memory. Emotional Logic’s Communications Optimiser allows advertisers to accurately measure both explicit and implicit effects of their message and benchmark against top performing campaigns. For more information, follow the link: https://www.emotional-logic.co.uk/research-solution/engaging-digital-ad-content/
