ATTENTION IN ADVERTISERS BRAND PROCESSING- A Theoretical Essay on the Attention Levels and its Implications in Terms of Influence on the Individual Consumer Memory

Most of the exposures to brand ads take place under mere exposure when these stimuli are available in the environment, but they are not processed consciously by the individual, but unconsciously, through the pre-attention. Nevertheless, studies on the effects of exposure to ads have focused the reception of conscious processes as well as the explicit measurement of this record. In light of the above mentioned, the study target of this theoretical essay is the attention process in the brand advertisers processing, involving the use of a literature review focused on the following conceptual foundations: processing perspective; theories of attention and evolution; attention process as a complex construct (pre-attention and attention); and record of information (explicit and implicit memory). It becomes evident that different levels of attention addressed to the processing, result in different ways of the stimuli record, influencing not only the way they are perceived and stored, but als