對於廣告的情感、關注與記憶 — 章節2/2
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。 本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索，最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。 We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story. This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.
我們的大腦會將記憶區分，一個區塊負責處理稍後就會忘記的資訊（短期記憶），另一個區塊則負責需要保存起來以供日後使用的資訊（長期記憶），而我們所感興趣的記憶區域是長期記憶，也就是被保存期來並在之後能夠檢索出來的記憶。
長期記憶的兩個關鍵領域是顯式記憶（有意識的）和隱式記憶（無意識的）。顯式記憶分為情節記憶及語意記憶。事件或是環境經驗之類的記憶被視為情節記憶，而事實或概念則被儲存在語意記憶之中。現在來試想一下我們去上法語課的情況，關於課堂裡的人、互動、及去上課的交通方式等等的這些記憶，都會被儲存於情境記憶裡，而語法和詞彙則會被儲存在語意記憶中。這兩種記憶有可能會被一起記得，但通常是被分開檢索及使用的。
There are well established models of memory. The first way in which we separate areas of memory is to think of things we process and forget (short-term memory) and things we process and keep for later (long-term memory). The area of memory we are interested in is long term memory, things we keep and can later retrieve.
The two key areas of long-term memory are explicit (conscious) and implicit (non-conscious). Memories of things like events and our environment are considered part of our episodic memory, while facts and concepts are stored in our semantic memory. Think of going to a French lesson. What you remember about the lesson, the people, how you got there and so on are stored in episodic memory, while the grammar and vocabulary you learned is stored in semantic memory. The two may, at times, be remembered together but are more likely to be retrieved and used separately.
