• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17

Semantic Processing in Advertising

Extracts from this document...


Semantic Processing in Advertising Introduction Having learnt about levels of processing in Psychology it has made me think more about the meaning of words and how we decipher that meaning. Levels of Processing suggests that stimuli can be encoded and processed at varying levels/depths from shallow to deep. It shows that the long term memory store is not just a simple storage unit but a complex processing system. There are at least three levels of processing, visual, acoustic and semantic. Visual processing involves analysing the visual appearance (orthography components) of a word. Acoustic processing is about the sound (based on the phonemic components) of the word for example 'does it rhyme'? And semantic processing analyses the meaning of the word. I am particularly interested in semantic processing and how it links with memory. I am interested to find out what features make words stand out and make a word/sentence memorable and to see how these techniques are used in advertising in that they have a lasting affect on the person reading the advert. To avoid transgressing which limits boundaries and to achieve more significant results, this experiment will focus on two levels, visual and semantic as these are the extremes (shallowest and deepest level of processing). Does semantically processing a word increase recall? What other features increase recall? To what extent are these factors being exploited by advertisers? Methodology The experimental design was independent groups. The sample was opportunist because a class of 17-18 year old college students were available to take part in my experiment, so it was convenient. I conducted a memory experiment which involved a word list incorporating both visual and semantic processing through questions. I compiled a list of words and assigned a question to each word. Some questions led to visual processing e.g. 'Is the word in capital letters?' this questions requires the reader to analyse the appearance of the word. ...read more.


The last word on the list was 'bottle' but the yellow colour of the word didn't stand out very well so this could be why the participant didn't recall this word. Participants were not told that they were going to be tested on recall as this would have affected my results as some participants may have employed memory techniques such as chunking or making up a story involving the words, this could then have affected the order of the word recall. I didn't want to find out about memory techniques, I wanted to find out about on the spot memory. Words at beginning of list recalled first? The first word on the list was 'Table' 5/18 participants recalled this word first. This could be down to the primacy factor (it was the first word, first impressions are remembered). If participants had known I was going to test their recall after the questions they may have used memory techniques which would have most definitely affected the order of which they recalled words, probably remembering even more words from the beginning especially, and maybe the end. This could also have increased recall of words in the middle of the list, especially if they used the story technique. Repetition In the word list I included the words 'camera' and 'cameras'. I found that 8/18 participants recalled both of these words (11/18 remembered at least one of these words). I think this use of repetition is the explanation for this high recall. If you see a word twice you are likely to pay more attention to it (process it twice) and you may think to yourself 'I've already seen this word and answered a question on this'. This increases the likelihood of you recalling it. I believe this technique is also used in advertising, repetition can emphasise a point. It is a rhetorical device used by politicians and by many others including at college, used by teachers to make students remember information for an exam by making them repeat practice exam questions over and over again. ...read more.


Advertisers must also have to take this fact into consideration, they need to ensure their advert appeals to the audience that it is intended to target, they may exploit different advertising techniques in order to do this. Evaluation: Limitations and Modifications In this experiment one of the limitations was the sample. The sample size was fairly small (only 18 people took part, 8 boys and 10 girls for each condition). This meant that quite a small amount of results were gathered and it was hard to compare and generalise the results. The sample itself was a limitation in terms of the type of people. The participants were all college students and between the ages of 16-18 so the group was limited. To modify this, a bigger sample could be gathered and from the general population so the participants would be from a wider radius rather than just college students. For example you could go into town and randomly select a sample. I would also investigate more frameworks to explore my results further. It would be interesting to add in the third level of processing which is acoustic. It would be interesting to see how the results would alter. Some people's preferred learning style involves saying the word or having it played on a tape recorder and so this may increase their recall. The participants had to recall a list of words they had answered questions on. This is fairly unrealistic because in everyday life we are not required to remember random words, the experiment lacks ecological validity. To modify this I could have used a shopping list (including food/drink etc) as this is happens in real life and has some significance. However I have decided to test my findings using real life data. Finally I am very happy with my findings as I took a holistic approach and my frameworks occurred naturally through my research. My further research exploring advertising has been effective in supporting my results regarding the frameworks. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Language: Context, Genre & Frameworks section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Language: Context, Genre & Frameworks essays

  1. Marked by a teacher

    Language Aquisition Notes

    5 star(s)

    subconsciously change our language to identify ourselves with one group rather than another [3] Quotes to do with Lang Change * Rod Steiger - "communication without purpose is artistic masturbation" What you look at in Lang Change This area of study is designed to engage candidates in explorations of historical

  2. Language investigation

    I will devise an average rating of friendliness and intelligence. This will give me my preliminary results. I will then take the other comments and try to draw some conclusion about them. If I have time I will then go on to study what effect the age and gender of the judge had on the results.

  1. An exploration of the extent in which childrens TV presenters accommodate to the participants ...

    Main Section: Accommodation Level of Formality In my first children's TV show, Best of Friends, the GSP of the programme forces it to have a formal structure and this is shown with the presenter Rani introducing the show with a formal salutation Hello and welcome!"

  2. Journey's End Raleigh

    Therefore, Raleigh is an inexperienced novice. Raleigh is extremely respectful. Unlike Hardy, who calls the older Osborne an "ass", Raleigh addresses Osborne as "sir" until told to call him "uncle". Moreover, unlike Stanhope, who is particularly rank-conscious, Raleigh treats the other men as his equals and even has dinner with them while a better one was waiting for him in the trench.

  1. How do Politicians gain support through language? AQA English coursework

    The prepositional phrase "in the hands of many," implies that everyone, under Labour's rule, will have the same opportunities as those around them. The minor sentence is repeated later in the speech so that it sticks in the listener's minds.

  2. Investigation into Gender Differences in the Language of Personal Profiles on Dating Websites

    their financial security, and the percentage that ask for these characteristics in potential partners. As the chart shows, the males in my sample appear to be the most concerned with appearance, with approximately 55% claiming to be good looking and/or fit on their profiles, and the same amount requesting attractiveness in partners.

  1. Language Investigation. In my investigation I will consider lexical, grammatical and semantic frameworks ...

    My aim is also supported by the, evidence of elision 'didja' in the direct speech of extract three, this gives the direct speech a realistic nature but this sort of elision is usually found in speech of the lower class.

  2. English investigation

    She also said that she recorded conversations in which many voices were heard at once and it was clear that everyone was having a good time. She then asked people of their impressions of the conversation and they said they had enjoyed themselves.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work