Impact of Imagery upon perception

Introduction

Perception is a whole understanding produced in the minds towards objective things, when they happen directly to the senses. According to the selectivity of perception, there are two conditions to select a perceptual object from the background: First, the difference between the object and background. The greater the difference is, the easier to distinguish objects from the background. Second, the choice of attention makes a thing become an object of perception. When the attention points to a thing, the thing becomes an object of perception, while other things will become the background of perception.

Practically, the teacher should arrange relations between content information and background in the design of multimedia courseware. Generally, teachers use the lighter background color. Thinking of the progressive and back nature of color, they use blue, black and warm color in order to narrow the distance between the screen and the students, so that more attention will be paid to relevant information. That is to say, it is easy to distinguish from the background and thus achieve the purpose of improving teaching effectiveness (Wright, pp. 1).

Advertisers attempt to do everything possible to convince the consumer that they need something badly to feel good, to fit into the group/society, to save time, to be respected etc. This need can be satisfied only through buying something (not for free) and preferably through buying a certain brand. The anti-smoking ads although openly say “do not smoke” or “smoking causes cancer”, or “smoking kills” in fact only reminds a person about smoking. The vivid imagery of lung cancer and diseases only create additional stress in those who watch the ads, making them want another cigarette, which they truly believe helps to alleviate stress (Chadwick, pp.171).

The smokers who have no experience as doctors and who currently may feel well, despite smoking and getting additional stress from the warning messages, use perceptive selection as a defence mechanism. They rationalize their harmful habit, and consider it less harmful because the warning messages are exaggerated. They think “well, smoking kills, but I just smoked a cigarette and I am alive! Oh, actually I already smoked the whole pack and am still alive. Well, they lie about the fact that smoking kills, so their other warning are also not true”. The chosen messages do not accurately describe the dangers, and the exaggeration in fact makes the consumers think of all anti-smoking message as spoof.

For a better understanding how color and imagery facilitate customer retention, we take up Jung's model of color spectrum shown below:

This imagery most often appears in dreams, but can be seen in fantasies, in the language of the individual or in the pathology. What is even more fascinating is the fact that the more we are able to listen in a completely open and accepting (unprejudiced) manner, the more the psyche will develop symbols that speak to the homeopath and help in the selection of the remedy. When an individual is under the treatment of a Freudian, the ...