I. Apperception A P PER C E P T ION has to do with the understanding of the subject-matter of the advertisement. Our last chapter on the psychology of attention suggested methods of making advertisements be seen. But attention or seeing is not of itself sufficient to bring about desire, conviction and action. Apperception -linking the object with the reader's previous knowledge and bterest-is the vital link between attention and persuasion. Perception, thus enriched by interest from prior experience, becomes an intellectual process of reading meanings from signs, of detecting ideas and arguments and drawing conclusions in

. the light of one's store of knowledge. Perception operates in conjunction with attention, when signs are presented to consciousness. The designer's problem, therefore, is to present his words and pictures in such a manner that his readers will quickly perceive the meaning and have their interest aroused.