Cognitive Strategies in Advertising Design

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


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.


Cognitive Strategy Consumer Research Federal Trade Commission Proper Noun Ford Motor Company 
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© Springer-Verlag New York Inc 1983

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