The
mnemonic
A mnemonic ( ) device, or memory device, is any learning technique that aids information retention or retrieval (remembering) in the human memory for better understanding.
Mnemonics make use of elaborative encoding, retrieval cues, and imag ...
effect or mnemotechnic effect occurs when the viewer of an advertisement is persuaded in making a buying decision that is contradictory to the intention of the advertiser.
This can be observed especially in image
advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
, in which case the viewer starts associating what she/he sees with the memories,
recollection
Recall in memory refers to the mental process of retrieval of information from the past. Along with encoding and storage, it is one of the three core processes of memory. There are three main types of recall: free recall, cued recall and serial ...
s, and experience that have already been imprinted in her/his
brain
A brain is an organ that serves as the center of the nervous system in all vertebrate and most invertebrate animals. It is located in the head, usually close to the sensory organs for senses such as vision. It is the most complex organ in a v ...
.
In the end the only thing the
advertisement
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
might have reminded her/him of, is that she/he is hungry (in case of food advertisement), and not that she/he should buy the specific food being advertised.
Not much attention has been given to the study of the mnemonic effect in advertising, but that is slowly changing with companies questioning more and more the effectiveness of the costly types of advertising they are using.
The only thing that is currently agreed upon is that the brain does actually group different information, and many associations are instantly created when viewing or remembering images, numbers or sounds.
[McElhinney M, Annett JM. "Pattern of efficacy of a musical mnemonic on recall of familiar words over several presentations.", University of Ulster at Jordanstown, Northern Ireland]
See also
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Mnemonic
A mnemonic ( ) device, or memory device, is any learning technique that aids information retention or retrieval (remembering) in the human memory for better understanding.
Mnemonics make use of elaborative encoding, retrieval cues, and imag ...
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Mnemotechnics
The art of memory (Latin: ''ars memoriae'') is any of a number of loosely associated mnemonic principles and techniques used to organize memory impressions, improve recall, and assist in the combination and 'invention' of ideas. An alternative ...
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Mnemonist
The title mnemonist refers to an individual with the ability to remember and recall unusually long lists of data, such as unfamiliar names, lists of numbers, entries in books, etc. Some mnemonists also memorize texts such as long poems, speeches, o ...
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Serial position effect
Serial-position effect is the tendency of a person to recall the first and last items in a series best, and the middle items worst. The term was coined by Hermann Ebbinghaus through studies he performed on himself, and refers to the finding that re ...
References
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Advertising
Mnemonics