| Abstract |
| The modern society is overflowing with new information as it is moving toward the information age more and more. Especially, as the exposure to an array of advertisements force us the communication in a unilateral way, consumers are using the selective perception to protect themselves to accept only some ads that they think they need and ignore or intercept most of other ads either consciously or unconsciously. Namely mankind pays first attention to the specific information among various informations, which is called the selectivity of the attention. Moreover, human beings display the selective perception subject to the characters such as their desire, expectation, motives, belief, behavior and learning experience, etc, which plays an important role in the process of communication. Like this, the attention of human beings to perceive is limited, making it difficult to pay attention to more than a pair of things. Therefore, the information down on the list of priority gets ignored according to the principle of selectivity. We analyzed on what kind of intelligent, perceptional and emotional reactions and acceptance consumers display when visual shock was applied to the print ads, which they deal the most, and how that would affect their behavior of purchase, in order to find what is the most efficient use of the visual shock expression on the paper ads. We took examples of ads communication expression as a theoretical basis, and conducted the analysis based on the understanding of overall concepts and psychological patterns of visual shocks. |
|
|
| Key Words |
| Visual shock, psychological pattern, communication |
|
|
 |
|
Full Text