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Cognitive Strategy Research pp 203–220Cite as

Cognitive Strategies in Advertising Design

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Part of the book series: Springer Series in Cognitive Development ((SSCOG))

Abstract

This chapter focuses on the application of cognitive strategies to advertising design, an area that has received little attention from advertising researchers but is replete with examples of strategy application. The chapter is organized around two main categories of strategies that have been applied in advertising. Visual strategies are emphasized and refer to presenting information graphically and in other concrete ways to elicit mental imagery in the viewer. Organizational strategies are also discussed and refer to techniques that provide a unifying framework for the advertising message. It should be noted that most of the strategy applications within these two broad categories are advertiser provided rather than viewer generated, despite the growing evidence that learner-generated strategies are proving to be more effective in educational settings.

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Authors
  1. Kathryn Lutz Alesandrini
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Editor information

Editors and Affiliations

  1. Department of Psychology, University of Western Ontario London, Ontario, Canada, N6A 5C2

    Michael Pressley

  2. Department of Educational Psychology and Wisconsin Center for Education Research, University of Wisconsin Madison, Wisconsin, 53706, USA

    Joel R. Levin

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© 1983 Springer-Verlag New York Inc

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Alesandrini, K.L. (1983). Cognitive Strategies in Advertising Design. In: Pressley, M., Levin, J.R. (eds) Cognitive Strategy Research. Springer Series in Cognitive Development. Springer, New York, NY. https://doi.org/10.1007/978-1-4612-5522-2_9

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  • DOI: https://doi.org/10.1007/978-1-4612-5522-2_9

  • Publisher Name: Springer, New York, NY

  • Print ISBN: 978-1-4612-5524-6

  • Online ISBN: 978-1-4612-5522-2

  • eBook Packages: Springer Book Archive

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