From the blog:
Certainly we don’t consciously process most advertising as verbal or factual messages. But we do consume its codes and signals. All the imagery, sounds, symbols, music, references and so on of creative content are not merely tricks designed to draw attention to our message or to make it memorable. They are the communication.
And as Robert Heath has shown in his work on low involvement processing, while we absorb this stuff, we don’t think about it. In this context, we’re hardly inclined to ponder what the ‘big idea’ is. While we might agonize over them in marketing- and adland, in the real world we don’t experience marketing content as abstract ideas.
