Interpretation of Stimuli in Advertisement World

Every second, we are exposed to different kinds of stimuli such as light, heat, color, sound, texture, odor, etc. The process of grabbing such stimuli by our sense organs is known as sensation and perception is defined as the procedure by which human being choose, organize and interpret these sensations (Solomon, 2015). Our brain clutches the external stimuli through numbers of channels i.e. sense organs and processes it to generate meaningful values. The perception process comprises of exposure to stimuli, the attention of stimulus and interpretation of that.
Interpretation simply means the action of explaining something from the sensed information and organizing them and turning that into something we can categorize. We interpret stimuli based on our attention level according to our learned patterns and expectations. The meanings we use to explain a single and same event can differ depending on the individual’s past experiences, knowledge, self-concept, needs, and expectation. We assign meaning to particular stimulus based on schema i.e. set of belief. For instances, if two people saw the same beggar in the street, then their perceptions towards that boy can be different. One can give him money by thinking him as a helpless kid; at the same time, the other can ignore him due to bitter experiences with the street kid and perceive him as a thief.  
In addition to the schema, our brain interprets things on the basis of Gestalt psychology as well. According to this principle, people often interpret things from a whole set of stimuli rather than individual stimulus (Bradley, 2014). From Gestalt perspectives, our brain organizes stimuli based on following principles:-
1. Closer principles: - This principle states that human brain tends to fill the blanks in incomplete information based on the prior knowledge and experiences. For example, if a person is in continuous exposure of radio jingle of Dish Home, then, if he listens to only a small part of that jingle, he will instantly recognize that it belongs to Dish home's advertisement.
2. Figure-ground principles: - According to this principle, one part of the stimulus is dominant and distinct while some other part remains in the background as inferior (Bradley, 2014). The figure-ground principle helps people to design visual content so that they can grab consumers’ attentions.
In a nutshell, our brain interprets stimuli on the basis of past experiences, expectation, knowledge, needs, symbols or logos etc. In addition, the study of Gestalt principles also helps us to understand how a human brain interprets meaning.
                                                                                  References
Bradley, S. (2014). Design Principles: Visual perception and the principles of Gestalt. Retrievedfrom https://www.smashingmagazine.com/2014/03/design-principles-visual-                  perception-and-the-principles-of-gestalt/

Solomon, M.R. (2015). Consumer behavior: Buying, having and being. New Jearsey. Pearson Education, Inc. 

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