EXPOSURE EFFECT
Exposure effect is the frequent and repetitive presentation of a likeable stimulus that would most probably further increase the likeability towards the stimulus. The more the number of times a pleasant stimulus is being exposed or presented, the higher the possibility that it will gain acceptance and like.
Strongest exposure effects are in the form of uncomplicated shapes with meaningful words whereas the weaker effects are those with icons, people and auditory stimuli. It has to be noted that the frequent and repetitive presentation of a stimulus may cause boredom and lose of interest. Thus, there should be a period of delay between the exposure efforts.
Familiarity is a crucial aspect in exposure effect. It suggests that people tend to favour things that are familiar to them rather than things they never or seldom being exposed to. Familiarity provides better understanding and meaning and these qualities are further applied in advertisements and campaigns.
Example: One Malaysia Logo on book vouchers
Source: Own
Explanation:
One Malaysia logo is an example of an exposure effect. Carrying a meaningful meaning behind it which is unity and peace, One Malaysia logo is being exposed in campaigns and advertisements besides having clinic and bookshops named after it.
Strongest exposure effects are in the form of uncomplicated shapes with meaningful words whereas the weaker effects are those with icons, people and auditory stimuli. It has to be noted that the frequent and repetitive presentation of a stimulus may cause boredom and lose of interest. Thus, there should be a period of delay between the exposure efforts.
Familiarity is a crucial aspect in exposure effect. It suggests that people tend to favour things that are familiar to them rather than things they never or seldom being exposed to. Familiarity provides better understanding and meaning and these qualities are further applied in advertisements and campaigns.
Example: One Malaysia Logo on book vouchers
Source: Own
Explanation:
One Malaysia logo is an example of an exposure effect. Carrying a meaningful meaning behind it which is unity and peace, One Malaysia logo is being exposed in campaigns and advertisements besides having clinic and bookshops named after it.
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