Advertising Effects of Apophenia Imagery and Case Examples in Advertising Communication

We often imagine a rabbit pounding rice cakes on the moon. When we focus on the full moon and imagine a rabbit on it, it can seem as though the rabbit is truly there. The psychological phenomenon of finding meaning, connections, or patterns among unrelated phenomena is called “apophenia”. Although apophenia is frequently used in advertising imagery, there is relatively little research on this topic. This study defines apophenia-related theories and terms using existing literature and case studies. It shows that apophenia imagery can lead viewers to perceive meaning, patterns, and connections among unrelated phenomena, thus inducing belief and creating creative value in advertising. In this context, the paper explains how seemingly non-existent visual content is perceived through various types of apophenia examples. Research questions about these seemingly paradoxical phenomena are raised, and the paper seeks to address these questions through case analysis of apophenia imagery, highlighting the significance of this study.