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Semantic Processing in Advertising Introduction Having learnt about levels of processing in Psychology it has made me think more about the meaning of words and how we decipher that meaning. Levels of Processing suggests that stimuli can be encoded and processed at varying levels/depths from shallow to deep. It shows that the long term memory store is not just a simple storage unit but a complex processing system. There are at least three levels of processing, visual, acoustic and semantic. Visual processing involves analysing the visual appearance (orthography components) of a word. Acoustic processing is about the sound (based on the phonemic components) of the word for example 'does it rhyme'? And semantic processing analyses the meaning of the word. I am particularly interested in semantic processing and how it links with memory. I am interested to find out what features make words stand out and make a word/sentence memorable and to see...

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