Question

What is the difference between low and high involvement? Explain how you applied Hemispheral Laterazion to design advertisements on TV and advertisements in print:

Answer 1

HEMISPHERAL LATERAZION refers to distinction between the functions of the right and left hemisphere of brain.It suggest that left brain is responsible for cognitive activities such as processing verbal information,reading,speaking. the right brain processes non verbal and pictorial information. Since TV is primarily a pictorial medium TV viweing i considered to be using right brain,passive holistic processing of images viwes on screen and TV is regarded as low involvement medium.and the print media are high involvement because expose to print media result in the brain active processing of verbal data and ultimtely congnitive learning. Thus, Tv commercial should short, rich invisible symbolism and repeat frequently.Consumer processes and learn TV advisting passively,and measure objective of TV ad should to form consumer familarity with the brand and package which will result in the obect recoginition and purchase by consumers.The objective of print ad is to present detailed rather overall image infomation to generate evalution of the advatanges and disadvantages of the product.