Advertising as a Factor of Influence in the Formation of Memory

Advertising as a Factor of Influence on the Formation of Memory

Advertising has been one of the main means of communication in our lives. It's present on our TV screens, radios, newspapers, and apps. But, besides being a communication mechanism, advertising also exercises a significant influence on the formation of our memory.

This is because advertising plays a fundamental role in how we remember certain products, services, or brands. Advertising can imprint an image on our minds, making it easier for our memory to store this information. This is especially true for product brands that are constantly presented to us, such as logos of chocolate or beverage brands.

How does advertising manage to exert that influence on our memory?

Advertising can exercise that influence through various factors, such as the constant repetition of a message, the use of attractive symbols and images, the creation of interesting plots and the compensation between what is real and what is fictional.

Iteration and Memory

Repetition is one of the main factors that contribute to fixing information in our memory. When an advertisement is shown multiple times, it's more likely to be established in our memory and have a greater impact on our decisions. Additionally, repetition helps create an emotional response to the advertising message, making it more likely for us to remember the brand or product.

Symbols and Images

Attractive symbols and images also contribute to the formation of memory. This is because these symbols and images capture our attention, help create a positive emotion towards the brand or product, and make it easier to remember the ad.

Plot Creation

An interesting storyline can also help anchor the information in memory. These stories should be appealing and emotionally satisfying, which contributes to remembering the ad.

True and Fiction

Besides, advertising can also exert an influence on memory through the compensation between what is real and what is fictional. This is because advertising can use information manipulation to create a fictional view of a product or brand, which may be confused with reality.

What can we do to resist the influence of advertising on our decisions?

To resist the influence of advertising, it's important to be critical and question the information presented. Moreover, it's important to remember that advertising acts on our memory and can influence our choices, but this does not mean that the information presented is always true or objective.