The Impact of Emotional Responses(PAD) Factors in Apophenia Advertising on Advertising Effectiveness

Apophenia is a psychological phenomenon where individuals perceive meaning or patterns between random or unrelated objects. While commonly used in advertising imagery, research on apophenia in advertising is limited. This paper defines apophenia advertising through a literature review and case studies, exploring its influence on advertising attitude and recall using the Stimulus-Organism-Response (S-O-R) framework and the Pleasure-Arousal-Dominance (PAD) emotional model from design and psychology perspectives. Analyzing 415 survey responses, the study examines how six visual types of apophenia advertising affect advertising attitude and recall. The emotional model shows that apophenia advertising significantly enhances pleasure and arousal, with pleasure and dominance notably influencing recall. This study aims to investigate the impact of apophenia advertising on consumer emotions and provide practical insights for effective advertising communication.