Bella Galindo

Memory Association in Advertising

Advertisements perform better and lead to increased memorability and overall effectiveness when they trigger memories the target audience already has. This project was inspired by the article, ‘Thinking vs Feeling: The Psychology of Advertising’, from the University of Southern California.

This study of memory association in advertising is a collection of six posters I custom illustrated for various brands and target audiences. Each advertisement recalls memories and uses association to connect the audience with the product being advertised. This association uses the audience’s previous positive emotions and redirects those feeling towards the brand to create a new positive connection.