Attention is the cognitive process of selectively concentrating on one thing while ignoring other things. Examples include listening carefully to what someone is saying while ignoring other conversations in the room. Attention can also be split, as when a person drives a car and talks on a cell phone at the same time.

Attention is one of the most intensely studied topics within psychology and cognitive neuroscience. Of the many cognitive processes associated with the human mind (decision-making, memory, emotion, etc), attention is considered the most concrete because it is tied so closely to perception. As such, it is a gateway to the rest of cognition.

The most famous definition of attention was provided by one of the first major psychologists, William James:

"Everyone knows what attention is. It is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence. It implies withdrawal from some things in order to deal effectively with others, and is a condition which has a real opposite in the confused, dazed, scatterbrained state which in French is called distraction and Zerstreutheit in German."

ATTENTION GRABBER:

A statement starling facts, questions, or anecdote that appear at the beginning of the introduction and "hooks" or grabs the reader’s attention.

It can be anything; print media ads, 1^st paragraph on an essay or report, quotes, or even some electronic devices.

Basically anything that grabs your attention and makes you to inquire about is called an “ATTENTION GRABBER”.

EXAMPLE 1: Lazer Bike Helmets

WHY SELECT THIS AD?

· This ad is about bike helmets and it is clearly defining the purpose of the LAZER helmets.

· Ad shows that a cyclist had an accident and only part of body which was covered by LAZER helmet remains undamaged.

· Any reader/viewer can easily understand the message behind this creative ad that LAZER HELMETS are strong, tough and can save your life.

EXAMPLE 2: Bose noise reduction headphones

WHY SELECT THIS AD?

· This ad is of BOSE NOISE REDUCATION HEADPHONES.

· Ad gives idea that BOSE NOISE REDUCATION HEADPHONES are designed that a man wearing it can’t even hear the noise of Niagara water fall and still rafting.

· This brilliant idea conveys that BOSE HEADPHONES are so well designed that it can prevent any noise disturbance.

EXAMPLE 3: DHL no size limits

WHY SELECT THIS AD?

· This ad is about DHLs’ slogan “NO SIZE LIMITS”.

· Elephant is the largest animal on land and according to this idea DHL can courier parcel of any size even it can parcel an elephant.

· This creativity is delivering perfect concept of “NO SIZE LIMITS”.

EXAMPLE 4: CHUPA CHUPS sugar free lollipops

WHY SELECT THIS AD?

· This is the ad of CHUPA CHUPS SUGAR FREE LOLLIPOPS.

· Ants are addicted to sugar and in this; ants are not even coming near to this candy only because it is totally SUGAR FREE.

· This ad is perfectly conveying that CHUPA CHUPS when say “SUGAR FREE LOLLIPOPS” they mean it even the sugar hunters are not giving any attention to it.

EXAMPLE 5: LA Folding Bicycles

WHY SELECT THIS AD?

· LA Folding Bicycles ad

· You can easily fold a big paper into a small size paper, this concept is linked with LA folding bikes that like a paper you can easily fold your bike and carry it.

· Paper folding is easy so does folding of this bike.

· Easily foldable and unfold able.

· Very creative idea and accurately conveying the message of LA bicycles.

RECOMMANDATIONS:

A print media advertisement should have following point to make them perfect.

MAKE SURE YOUR HEADLINE HAS STOPPING POWER

If your headline is a snooze, your ad will go unread. It’s that simple. Intrigue them, challenge a common belief, ask a question or throw your offer up there – but do not be dull.

YOUR AD IS NOT ABOUT YOU

Consumers care about their lives and their needs. Not you. So don’t waste valuable ad space talking about you. Help them understand how or why you can help them. Talk to them about what matters to them.

ONE MESSAGE

If your audience can only remember one thing from your ad what do you want it to be? Don’t overload the ad with every benefit and feature to your offering. Stay focused on your main point and don’t take the readers off on a bunch of tangents.

SHORT AND SWEET

Write the copy that you want to include in your ad. Now cut it in half. It’s a painful process but it forces you to really think through your message. After you cut it in half, cut it again by a third. Now…you have boiled down to the bare essentials.

SAY IT VISUALLY

The visual you select for your ad is critical. It should help advance the story. It should not be trite – the same photo everyone else would choose. You don’t always have to be literal. If you’re going into a trade publication where everyone used a set of trite images to convey the same message, avoid those images like the plague! Ask yourself "what visual would communicate the message but also surprise the reader?" That’s a winner.

MAKE YOUR OFFER CLEAR AND COMPELLING

Every ad has one job. To advance the reader to the next step. Visit your website, call your 800 number, clip the coupon. Whatever it is you want them to do…be clear. And give them a reason to do it now, rather than a few weeks from now.