Attention and Interpretation

Of all the 5,000 marketing messages we receive on a daily basis, we remember only about 12. Why do we disregard the majority of information but retain the rest? This is quite simply down to the advertisers' ability to get our attention, and once they have our attention, it is up to us how we interpret the campaign.

As previously discussed, the way somebody perceives something is totally individual. An advertisement that gets my attention immediately may not be noticed by the person walking next to me. This most often occurs when the advert is targeting a particular audience, for example a group of women dressed in lingerie will attract the attention of men and a poster for a new Sex and the City movie will get many women excited. I am of course stereotyping but from a marketer's point of view, stereotyping works when finding your target audience.

Alternatively, when advertisers want to get the attention of a broader range of people, other methods are utilised, methods that are not targeted at a certain group of consumers but every person who sees the advert(s). There are a number of ways to do this, but the best way is to shock your audience. Show a disturbing photograph or picture or ask a question that would make them start to think about the message you're trying to get out there.

Remind them about road safety...

To increase awareness of a disease that's easily caught...

And a television advertisement about speeding using a dead child, how could anyone not pay attention?

Kill Your Speed or Learn to Live With It

All of these examples are great at grabbing attention, and because they are so shocking the consumer can't help but think about it. This technique is often used by charities or companies with little money for advertising as people will complain about the images and the media will report on them. This is essentially free advertising.

Another method poses a question, or makes a statement that makes the consumer think. Like the police campaign asking people if they could handle certain situations, showing images of domestic violence or youths taking drugs. In this expample, a young boy is sitting playing a computer game but the wording is suggesting this lack of physical activity causes an early death.

Many parents will see this advert and it will probably upset them because this image is something they will be able to relate to. Hopefully it will make them think about the health of their children and will make a change in their parenting. Simply telling people about the risks of chlildren who overuse computer games wouldn't have an effect, but linking someone's child to early death will.

Of course there are more simple and less controversial ways to attract attention. Using contrast, movement, repetition, juxtapositions and size are easy ways to grab attention.

Large posters or billboards in plain view ensure that many people will see the advertisement.

By repeating an image people are more likely to pay attention, seeing three Mars bars is more effective than looking at one...

It is not an easy task to grab the attention of thousands of very different people and make them continue to consider what you have shown them after they have moved on. These methods are all effective but finding the right combination of methods is what makes a successful advertising campaign.