Gestalt Theory - Perceptual Set

When promoting a product, marketers allow the consumer to interprete for themselves, the unexplained parts of their advertisements.  From this, we are able to create something whole from an incomplete message, warranting us to pay more attention to what we see, encompassing the consumer's brain.  "Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to" (Solomon et al, 1999, p47) 

This is called the gestalt psychology concept which is broken down into four stages.

Closure
The law of closure says that, in an otherwise complete figure, we will tend to add it.  A triangle, for example, with a small part of its edge missing, will still be seen as a triangle.  We will "close" the gap.


Stimulus Ambiguity
Avertiser's create an image that is not necessarily related to a shape that can be recognised, so the customer will have to put in into context, in order to make sense of it.  This automatically, generates the consumer's attention.

Simultaneously, the consumer considers how possible it is for sausages to kill someone, if wrapped around their kneck .  At the same time, they try to gather what is being advertised.  It is only until they see the small print "OBESITY IS SUICIDE," that they will have a clear idea.  Effectively, these grab the viewer's attention, up until they feel they have analysed the advert enough.  These are manipulative traits that Gestalt's psychology is based on. 

Figure-Ground
This law describes, the innate tendancy we have to perceive one aspect of an event, as the figure or fore-ground and the other as the ground or back-ground. 

There is only one image here, yet by changing your attitude to how you view this, you can see two different things.  One image, depicts a timer and the other, two men facing each other.  To add, it is hardly possible to see these two things, at the same time. 
TEST YOURSELF!!!
Below, is another image. What do you see???

In this image, there is a young lady sitting down, with her head turned and by looking at it with a different attitude, you will see an elderly woman, looking raather upset.
TIP!!!  
As what most people see first, is the old woman, use your hand to cover the right hand of her face.  It may take you time to realise, but by covering that side of her face, you will see the lady sitting down with her head turned.  It even works, vice versa.  By covering the young woman's face, you will see the older woman.

Grouping
Instantly, the brain groups things together that are similar in shape and colour.  In order to have a visual effect on theconsumer, advertisers group their products, together. 

These products all, roughly  have the same shape and colour and are all of the same brand.  This is more likely to generate attention, than if these objects were to be standing alone.