All humans record, memorise and subsequently retrieve messages using the same biological functions. This means that cognitive processes are universal because they are a property of mankind’s cognitive functioning, which is governed by the brain’s natural and biological properties. Consequently, cognitive functions such as perception, attention, emotion, memory encoding, etc., are activated in the same way by all individuals in every corner of the globe. Of course, a given function can be more or less developed in an individual – depending on skills acquired for example in its profession – but differences only appear on a performance level, not on the basic process level.
To illustrate this point, let’s consider the cognitive processes that are triggered when we are presented with an advertising message and their potential influence on how we perceive and store the message.
In the first instance, the message stimulates our perceptive senses. Some people have better sight or hearing faculties than others, but if the message/communication has a high perception quality (good contrast, standard/normal presentation of objects, no ancillary noise on the sound track, etc.), there is a good chance that we will register the message. In addition, simultaneous use of audio and video (film, TV, Internet, DVD) enhances the probability of perception and memorisation.
A second consideration is attentive mechanisms. Attention is a prerequisite for all learning. If you are not attentive to what you are reading here, there is little or no chance that you will retain it! The same is true for those who hear without listening. Specific areas of our brain are dedicated to attentive mechanisms. An advertising message that does not stimulate the attentive mechanisms of the target (reader, television viewer, radio listener, Internet users, etc.) has less chance of being registered – especially when the target is in an incidental memorisation phase, i.e. not focusing on the advertisement.
Of course not. Everyone’s memory (described in these specific cases as ‘procedural’) works in the same way. So if we want to ride a bicycle, we do not need to make a conscientious effort to ‘dig into’ our memory to figure out how to do it. In cognitive jargon, our brains will operate in ‘implicit’ mode.
This implicit mode also applies to the notion of priming – the automatic faculty of our brains to identify or recognise signs, sounds or contexts that have been stored in our memory. This facilitated activity is automatic and unconscious. In publicity terms, it is provoked by strong signals, striking designs, remarkable situations, etc.
Among the mental processes that are common to us all are those linked to emotion. We are all familiar with the tonsils nestling at the base of our throats but we are far less aware of those sitting at the centre of our brains. These tonsils are activated by strong emotional stimuli. Whether the emotion triggered by an advertisement is positive or negative, the brain tonsil acts as a catalyst to strengthen the neuronal connections. This greatly enhances the likelihood of efficient mental recall.
Cognitive science has identified numerous memory processes that are involved when a recollection is stored in our memory. Perception, attention, priming and emotion are just a few examples. The aim here is simply to demonstrate that everyone’s brain functions in the same way. It is up to us as publicity professionals to understand how to stimulate each process to ensure that messages have the best chance of being well received and retained.
While it is true that the processes involved are the same for everyone, the emotional and semantic implications of the same message may vary from one individual to another according to their sex, age, social status and culture. This is the crux of the matter for advertising professionals: how do we appeal to so many different social profiles? Does the answer lie in delivering a variation on the message for each particular target audience?
