The laws of grouping are frequently used in the field of advertising. Advertisers attempt to associate their products with various stimuli. For example, David L. Loudon and Albert J. Della Bitta, after studying advertising dealing with menthol cigarettes, noted that the advertisers often show mentholated cigarettes in green, springlike settings to suggest freshness and taste. Similarly, summertime soft-drink advertisements include refreshing outdoor scenes depicting cool, fresh, clean running water, which is meant to be associated with the beverage. Advertisements for rugged four-wheel-drive vehicles use the laws of grouping by placing their vehicles in harsh, rugged climates. The viewer develops a perception of toughness and ruggedness.
The overall goal of advertisers is to provide consumers with appropriate sensations that will cause them to perceive the products in a manner that the advertisers desire. By structuring the stimuli that reach the senses, advertisers can build a foundation for perceptions of products, making them seem durable, sensuous, refreshing, or desirable. By using the results of numerous research studies pertaining to perception, subtle yet effective manipulation of the consumer is achieved.
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