The Impact Of Colour Presentation In Magazine Advertising

. A CASE STUDY OF TELL MAGAZINE      CHAPTER ONE INTRODUCTION 1.1      Background of the study People are exposed to a tremendous amount of commercial or non-commercial information every day. The average person would be exposed to over 1,500 advertising a day, aware of less than 70 of them, and remember only 5 to 10 ads (Kotler, Bowen, &Makens, 2010). This screening-out process can be explained by the concept of selective attention which reduces the load on limited-capacity cognitive systems by filtering irrelevant information from the stimulus stream (Downing, 2000). The consumer’s sel…