Lecture 1: Sending and Recieving

Additions to the sheet notes

In this course the focus lies on the persuasion function: forming, strengthening,  or changing attitudes through advertising.

• In this lecture the four stages of processing advertising are explained and for each stage the different models and stimuli. The nowadays way of advertising is more effective cause influencing emotions works better than having to process all the information.
• ABC effect stands for affect, behaviour and cognition.
• Perceptual fluency: the things that are for example are easier to read feel more flued. Fluency gives a  more positive feeling and also contribute this feeling to the brand.
• Focal attention face
  Salient stimulus: are different from environment, it’s context and therefore possibly interesting.

Important for the exam

It is important to know what the four different stages of processing advertisement are and what models and other defenitions belong to those stages.