Advertisers use principles of visual search and attention to increase Essay

Advertisers use principles of visual search and attention to increase the likelihood that people will notice their message - Essay Example Within the world of advertising,there are a number of ways through which the advertising message is delivered to the target audiences.What this means is the fact that the right people should be conveyed the right message at the right time and in the right capacity. This will impact the people in a very strong and effective way, as well as make them realize about the needs and wants that they might have forgotten about or not paid enough heed to in the past. The advertisers use a number of methods and techniques in order to make sure that their message is propagated in the exact manner as they want it to be delivered. Processing this message is one thing and getting it delivered in a similar manner is an entirely different proposition. What this paper studies is the basis of the advertisers using principles related with visual search and attention in order to enhance the likelihood that people will pay attention and notice the message that has been intended for them (Fulton 1996). Dif ferent theories and evidence studies have been drafted so that a proper understanding of the subject at hand is reached upon and that there are no shortcomings within the comprehension of this study in essence. This paper will specifically deal with issues that advertisers face from time to time and the manner under which they tackle the problems related with visual search and attention are highlighted in essence. Without advertising, marketers can only think of their product lying on the retail outlets waiting for angels to come and satisfy themselves (Kotler 2005). People need to be told the plus points of their brands (by the company) so that they actually go out and make the eventual purchase which in all fairness, not an easy job for the company, say that is producing a shoe polish which does not stick on to the shoes as much as do the other competitor shoe polishes already available in the market (Agres 1990). If the customers do not know or are not given the liberty to compre hend the different features of the brand which is being advertised by the company, they would not make that valued effort on their part and hence the company will be the one to suffer in the end and no one else. One must consider that advertising is the art and indeed the science of reaching to the right sets of eyes in order to sell the product that is under discussion. Since advertisers have a clear cut task at hand, it is their duty to make sure that they draft their message in such a way that the audiences find it easy to understand and thus carry it forward to their circles of influence (O’Shaughnessy 2003). However the latter part seems to be somewhat of a complicated one because it involves quite a few areas which will not be discussed at length within this paper. What shall be the point of discussion here is the fact that advertisers use gaze motion to make sure that their audiences view the advertisements in the exact manner that they would like them to see (Cameron 1994). If there is a headline within the advertisement that needs to be viewed first by the audience, the advertisers do everything to make sure that the viewers see the headline initially and then move forward with the rest of the content in the advertisement (Levine 2003). This also signifies the basis of understanding that the elements of advertisement drafting are important and should be tackled in such a way that there is no catch within the relevant equations and that there is complete harmony within the related ranks as far as comprehending the real meaning of attracting audiences is concerned. Attention towards advertisements is indeed the key to achieve immense recall and value for the message that is being delivered by the advertisers all over the world. What this implies is the