This Assignment Requires An Academic Paper (approximately 2

This assignment requires an academic paper (approximately 2 pages in length)

This assignment requires an academic paper covering the topic: What is your favorite TV or other media ad/commercial? Discuss why this ad/commercial made an impression on you. Connect your discussion to memory, consumer knowledge, impacts to learning.

Required Reference: CB4 (5th ed.). Babin, Barry & Harris, Eric. (2013). Mason, OH: Cengage/Southwestern. Format: APA Format.

Paper For Above instruction

Your favorite TV or media commercial often leaves a lasting impression that goes beyond mere entertainment. These advertisements strategically utilize elements that influence consumer perception, memory, and learning processes, making them memorable and impactful. This paper explores one such commercial that resonated deeply due to its effective use of marketing principles, and examines how it connects to concepts of memory, consumer knowledge, and learning.

The commercial I choose as my favorite is Apple’s “Think Different” campaign from the late 1990s. The ad features iconic figures like Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi, accompanied by the narration, "Here's to the crazy ones." This advertisement left an indelible mark on me because of its innovative approach to branding and its emotional appeal. Its ability to evoke admiration and inspiration aligns with principles of consumer psychology by creating a positive associative memory linked to the brand.

From a memory perspective, the commercial leverages the concept of episodic and semantic memory. The vivid imagery of historical icons and the inspiring narration create strong, memorable mental associations. The use of familiar and revered figures enhances encoding, making it easier for viewers to recall the message because it taps into existing schemas and cultural knowledge. According to Babin and Harris (2013), consumers often rely on prior knowledge and memory structures to interpret advertising messages, which influences their learning and eventual behavior. The commercial’s storytelling technique enhances learning by connecting the brand with ideas of innovation, individuality, and greatness—concepts embedded in viewers' existing cognitive frameworks.

In terms of consumer knowledge, the commercial effectively elevates brand awareness by associating Apple with creativity and revolutionary thinking. It constructs a brand image that consumers internalize, impacting their attitudes and purchase intentions. Babin and Harris (2013) highlight that successful ads utilize symbols and narratives that reinforce consumer self-concept and aspirations. The commercial's portrayal of extraordinary individuals serving as symbols of non-conformity and ingenuity encourages viewers to identify with the brand’s values, further solidifying consumer learning about what Apple stands for.

Moreover, the ad impacts learning by fostering emotional engagement. Emotional responses enhance memory retention, as suggested by research in consumer behavior. The stirring visuals and inspiring message stimulate sentiments of admiration and motivation, which are powerful in learning retention. The ad’s capacity to evoke such emotional reactions influences consumer decision-making processes, ultimately affecting their brand loyalty. Babin and Harris (2013) note that emotional experiences in advertising serve as potent tools for embedding messages into long-term memory, prompting behavioral changes.

In conclusion, Apple's “Think Different” commercial exemplifies how effective advertising can create a profound impression by leveraging memory, consumer knowledge, and emotional learning. Through its strategic use of iconic imagery, compelling storytelling, and emotional appeal, the commercial not only captures attention but also embeds the brand’s core values into consumers’ cognitive and emotional frameworks. Understanding these mechanisms underscores how powerful media messages can influence consumer perceptions and behaviors in meaningful ways, consistent with key principles outlined by Babin and Harris (2013).

References

• Babin, B. J., & Harris, E. (2013). CB4 (5th ed.). Mason, OH: Cengage/Southwestern.