Slides from a talk by Dr Chris Atherton from the University of Central Lancashire about the brain's limits of attention and cognitive load, and how we can work around that to ensure that we still have people's attention (in education, technical communication, etc)
12. Where is the
educational merit ...
• ... in row after row of bullet points?
• Students are expected to sit there for
two hours
• I get antsy if I don’t check Twitter for
10 minutes
47. A has a reciprocal relationship
with B and with C.
B C B has a reciprocal relationship
with A but only receives incoming
information from C
A
C has a reciprocal relationship
with A but not with B, to which it
feeds forward.
66. 9. If an advertising campaign has 60 Gross
Rating Points (GRPs), the advert could
reach: traditional
(a) 60% of the target audience once,
or 15% of the audience four times
(b) 30% of the target audience once,
or 15% of the audience two times
sparse text
(c) 30% of the audience twice,
and 40% of the audience four times
(d) 60% of the audience once,
and 10% of the audience four times
sparse text, graphics
69. What do you remember about the main part of the
presentation? Please write as much as you can ...
How advertising can be useful to a product but that there is a fine line
between successful and negative advertising. Identified key factors
affecting the success of advertising, such as exposure and an adverts
relation to the product.
Frequency of exposure can have a detrimental effect on the success of an
advert. Consumers should be made aware of a product but not
bombarded. Advertisers must concern themselves with selecting suitable
mediums to reach desired audiences at the right frequency of risk the
advert not affecting the consumer