Perceptual defense

Mainmanifestations

Individualsshowatendencytoavoid,blockorrespondslowlytofearorthreateningstimuli.

DevelopmentHistory

Informationwasinitiallyreceivedthroughhumanperception.Advertisingasakindofinformation,howtomakeitbettertoreceiveisthemostimportantissueforadvertisersandproducerstopayattentionto.

Forexample,onabillboarderectedbytheroadside,howbigshouldthefontsizebe?Thewordsaretoosmall.Itcannotbeseenclearlybythepersonsittinginthecar,andtheinformationoftheadvertisementcannotbeeffectivelyconveyed.Therefore,thecharactersandgraphicsofstreetsignadvertisementsshouldbedesignedtobesimpleandlarge,sothatpeoplecanmoreeasilyreceivetheaboveinformation.

Stimulationhasaperceptiblelevelforperception,thatis,thethresholdlevel.Astimulusabovethisleveliscalledasuprathresholdstimulus,andpeoplemayperceiveit;astimulusbelowthisleveliscalledasubthresholdstimulus,whichisimperceptiblebutstillreactsunconsciously.Thissituationiscalledsubthresholdstimulus.perception.

Inthe1950s,someadvertiserstriedtoshowconsumerssomeundetectableinformation(subliminalstimulus),andtoexaminewhetherthisinformationcouldinfluencepeopletobuytheproduct.Theyputsubliminaladvertisementsinmovies.Duringthescreeningofthemovie,commercialsforcolaandpopcornflashedonthescreensoquicklythattheaudiencedidnotnoticethem.Accordingtoreports,insixweeks,popcornsalesincreasedby58%andCokesalesincreasedby18%.Inthe1980s,thissuggestiveadvertisinghadanewdevelopment.IntheAmericanmovie"Aliens",akindof"LiSi"brandchocolatehintedattheinsertionofadvertisements,whichincreaseditssalesbyasmuchas70%.Inrecentyears,thiskindofsuggestiveadvertisinghasdevelopedrapidly,andmorethan30suggestiveadvertisingcompanieshaveemergedintheUnitedStates.

ThepropsandsceneindustriesinChinesefilmandtelevisionhavebecomethefocusofadvertisers.However,whenthiskindofsuggestiveadvertisementisusedtoomuch,peoplewillbeawareofit,andevenproducedisgust,suchas"TheCapitaloftheCity"

Practicalapplication

McGinnies(McGinnies,E)Theexperimentprovedthedefensemechanismofperception.Heinvestigatedtheidentificationthresholdofneutralwords(dancing,children,stove,etc.)andobscenewords(rape,prostitute,adulteress,etc.).Theresultsshowthatthereactiontimeofobscenewordsissignificantlyhigherthanthatofneutralwords.

Astudyalsoshowedthatthesubjectsperceivetheobjectsthattheythinkarevaluableinaninstant,whiletheymostlyignorethefearfulobjects.(Fearofadvertising)

Theperceptualdefensemechanismwarnsusthatweshouldbecautiouswhenadoptingnegativeandinfectiousmethodsinadvertisingpracticetopersuadethepublic.Forexample,publicwelfareadvertisementsrelatedtotrafficsafety,showingthetragicaccident,willcausesomepeople(especiallywomenandchildren)torejectit.Therefore,insomeadvertisementsabouttrafficsafety,blurringtheaccidentwillplayaverygoodrole.Thisisbecausetheperceptualdefensephenomenonispreventedfromoccurring.

Inthesalesbusiness,TomNorman,awell-knownsalestrainingexpertintheUnitedStates,discoveredthattherearesomedailywordsthataregoodforsales,andsomearetheopposite.

Wordsthatareconducivetosales:theotherparty’sname,facts,health,easy,guarantee,money,safety,saving,new,love,discovery,right,result,comfort,pride,benefit,Worthy,happy,trustworthy,value,fun,vital,etc.

Wordsthatarenotconducivetosales:transaction,cost,payment,contract,signature,trial,worry,loss,loss,injury,purchase,death,bad,sold,sold,price,decision,Difficulty,hardwork,obligation,responsible,miss,responsibility,failure,etc.

Intheadvertisingcopy,youshouldalsopayattentiontotheuseofvariouswords,whichareavailableandwhicharenot.