And now, let me guess your thoughts. One thinks of the skin, orange juice, water, peel, sour, sugar, yellow, glass, slice, squeeze, fresh, green, fruit, flavored tea, pasta, citrus. Suppose I could not guess your answers (I’m not a miracle worker, I’m learning threshold), but I was lucky to name a few – already shows that there are associations, are not fiction but a reality. The fact that I could not guess your answers, merely saying that for every person related to a set of the same word or concept of associations, is individual. However, within a social group, almost the same words evoke the same set of word associations. Now we are talking only word associations. But many of you visually imagined a juicy lemon pulp, fine-cut into segments. And someone could feel the astringent and bitter taste of this citrus, notice increased salivation in the mouth.
Many of us, while learning in school, or maybe at the university, studied a foreign language. An important part of learning a foreign language is to memorize words. The formula for this task is quite simple: it is necessary for a particular word in their native language to name the corresponding word in a foreign language and vice versa. How do people remember these words? For the apprentice, himself is generally difficult to answer this question: the word comes to mind naturally. But if the correct word is not recovered or a term you do not remember? Then just repeat the learning process, naming words in a pair, one after the other! The human memory mechanism is based on associations.
The role of associations in advertising
Long ago, the advertising industry has made use of word associations.
In fact, advertising is the creation of a stable set of associations for a certain group of people. What do advertisers want? They want to force a man to think of something, about your needs in mind, seeing, or something close and familiar course, they want to immediately think about something else – about an advertised product. And advertising associations must arouse the viewers and listeners only on certain keywords.
For example, imagine that you need to wash clothes. What will you think at first? You must wash, water and detergent and laundry detergent … … Ariel, Clorox, Dreft, Omo, Persil, Purex, tide and the surf are necessary. These words come to mind, regardless of your thoughts. Do not try to remember not particularly ask the seller at the store, however, do not ask your friends, but you know that these detergents and remove a stain. Even if they washed clothes never before and have come to the shop and the name and appearance of the detergent powder packing I will buy. What associations found: laundry – washing powder – “the dust name” – removes the white spots – pure – without work, easily.