Biblioteca Digital de VanguardiaPERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY
Since advertising there has been an interest in the way in which consumers understand the brand. This phenomenon has been called "perception." However, this term has been a theoretical construction that has been made from psychology and points to a basic psychological process where a subje...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4031 |
| _version_ | 1782344932187439104 |
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| author | Osorio Parra, Catalina |
| author_facet | Osorio Parra, Catalina |
| author_sort | Osorio Parra, Catalina |
| collection | Revista |
| description | Since advertising there has been an interest in the way in which consumers understand the brand. This phenomenon has been called "perception." However, this term has been a theoretical construction that has been made from psychology and points to a basic psychological process where a subject interprets the sensory. Although this is something that can also happen in the advertising field, especially in its advertisements with the laws of Gestalt, color, shape, among others, those questions that this discipline is asking regarding the thinking of its consumers is scaled to cognitive processes more elaborate than perception, since they involve symbolic constructions at a cultural and individual level regarding the brand, codes and metaphors based on the messages that the brand constructs for the consumer. This leads to the conclusion that the term symbolic decoding can adequately name this process of information analysis that transcends the perceptual process. It is important to clarify the objective of advertising regarding this process as it will have implications in the way of making measurements in the future and choosing methodologies and research scopes in future studies. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4031 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40312020-10-03T17:32:53Z PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY LA PERCEPCIÓN EN LA PUBLICIDAD VS. LA PERCEPCIÓN EN LA PSICOLOGÍA Osorio Parra, Catalina Percepción publicidad psicología código mensaje decodificación simbólica Perception advertising psychology code message symbolic decoding Since advertising there has been an interest in the way in which consumers understand the brand. This phenomenon has been called "perception." However, this term has been a theoretical construction that has been made from psychology and points to a basic psychological process where a subject interprets the sensory. Although this is something that can also happen in the advertising field, especially in its advertisements with the laws of Gestalt, color, shape, among others, those questions that this discipline is asking regarding the thinking of its consumers is scaled to cognitive processes more elaborate than perception, since they involve symbolic constructions at a cultural and individual level regarding the brand, codes and metaphors based on the messages that the brand constructs for the consumer. This leads to the conclusion that the term symbolic decoding can adequately name this process of information analysis that transcends the perceptual process. It is important to clarify the objective of advertising regarding this process as it will have implications in the way of making measurements in the future and choosing methodologies and research scopes in future studies. Desde la publicidad ha existido un interés por la forma en que sus consumidores entienden la marca. A este fenómeno se le ha nombrado “percepción”. Sin embargo, este término ha sido una construcción teórica que se ha hecho desde la psicología y apunta a un proceso psicológico básico en donde un sujeto interpreta lo sensorial. Si bien esto es algo que puede suceder también en el ámbito publicitario, especialmente en sus anuncios con las leyes de la Gestalt, el color, la forma, entre otros, aquellas preguntas que esta disciplina se está haciendo respecto al pensamiento de sus consumidores se escala a procesos cognitivos más elaborados que la percepción, pues involucran construcciones simbólicas a nivel cultural e individual respecto a la marca, códigos y metáforas a partir de los mensajes que la marca construye para el consumidor. Se llega así a la conclusión que el término decodificación simbólica puede nombrar de una forma adecuada este proceso de análisis de la información que trasciende el proceso perceptivo. Es importante aclarar el objetivo que tiene la publicidad respecto a este proceso pues tendrá implicaciones en la forma de hacer mediciones a futuro y escoger metodologías y alcances investigativos en próximos estudios. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4031 Colección Académica de Ciencias Sociales; Vol. 5 Núm. 1 (2018): Ene-Jun; 50-59 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4031/3732 |
| spellingShingle | Percepción publicidad psicología código mensaje decodificación simbólica Perception advertising psychology code message symbolic decoding Osorio Parra, Catalina PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY |
| title | PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY |
| title_full | PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY |
| title_fullStr | PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY |
| title_full_unstemmed | PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY |
| title_short | PERCEPTION IN ADVERTISING VS. THE PERCEPTION IN PSYCHOLOGY |
| title_sort | perception in advertising vs. the perception in psychology |
| topic | Percepción publicidad psicología código mensaje decodificación simbólica Perception advertising psychology code message symbolic decoding |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4031 |