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Did I miss
something?
Lau Ying Yu 14208822
Wong Cheuk Yin 14215845
Poon Yi Ting 13211293
Tang Chi Ho 14212676
Cheng Wai Kwan 15226069
To Chun Yin 15201309
McGurk
https://www.youtube.com/watch?v=dbs
QLic2yzY
Why we focus on Evan
Treisman’s Attenuation Model:
A top down processing that make us attended on information that is meaningful
And weaken information that is not relevant.
HOW DO WE FIND MEANINGFUL INFORMATION IN THE AD?
WHAT’S THE CUE?
Why we focus on Evan
Spotlight Metaphor
● People can only attended to the information under spotlight
● Usually the spotlight are at the center subjectively
Findings Show
● Attention can be directed to other object even it is not at the center
In the video, attention is affected by different factors
A Biased Spotlight
Study finds that:
1. Positive Mood → Attention on
Rewards information
2. Negative Mood → Attention on
Negative information
Tamir, M. & Robinson, M.D. (2007). The Happy Spotlight: Positive Mood and Selective Attention to Rewarding Information. PSPB, 33 (8). p. 1124-1136.
Why we focus on Evan
Background Music
● “Shelby Lynne - Johnny Met June” (2005)
● Composed softly, gently, with simple guitar
chard and vocal
● Describing a love story that Johnny met June
after waiting for long time
● “It should be something relax.”
Why we focus on Evan
Storyline
Background Music
Attended to Evan and other girls
Why we failed to focus?
Knowing the Hidden Message
Ask you to watch Again
Attended to the Shooter automatically
While you were watching
Evan, another student
was showing signs of
planning a shooting.
But no one noticed.
How could we miss something right before
our eyes?
Figure-ground
Inattentional blindness
● When your attention is focused on one demanding task
you might NOT notice unexpected things entering your visual field.
● We tend to concentrate on things that are important
● Then rely on our existing schemas to fill in the rest Top-down theories
Conclusion
Figure & Ground
● Focus on the whole painting,
or ……
Spotlight Metaphor
● We tend to focus the object
appeared at the center
Conclusion
Findings Show
● Attention can be directed to
another object even it’s not
at the center
Inattentional Blindness
● We may miss the things that
are actually present with
uniqueness
Did you find the girl familiar?
Another Inattentional Blindness!
Reference
● Tamir, M. & Robinson, M.D. (2007). The Happy Spotlight: Positive Mood and Selective Attention to
Rewarding Information. PSPB, 33 (8). p. 1124-1136.
● The video for demonstration “Sandy Hook Promise: Gun violence warning signs”:
https://www.youtube.com/watch?v=dbsQLic2yzY
● Lyrics of song “Johnny Met June”: https://genius.com/Shelby-lynne-johnny-met-june-lyrics
● The figure at conclusion part: “Bears along the River During the Qingming Festival” by SMART

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failure of selection

  • 1. Did I miss something? Lau Ying Yu 14208822 Wong Cheuk Yin 14215845 Poon Yi Ting 13211293 Tang Chi Ho 14212676 Cheng Wai Kwan 15226069 To Chun Yin 15201309 McGurk
  • 3. Why we focus on Evan Treisman’s Attenuation Model: A top down processing that make us attended on information that is meaningful And weaken information that is not relevant. HOW DO WE FIND MEANINGFUL INFORMATION IN THE AD? WHAT’S THE CUE?
  • 4. Why we focus on Evan Spotlight Metaphor ● People can only attended to the information under spotlight ● Usually the spotlight are at the center subjectively Findings Show ● Attention can be directed to other object even it is not at the center In the video, attention is affected by different factors
  • 5. A Biased Spotlight Study finds that: 1. Positive Mood → Attention on Rewards information 2. Negative Mood → Attention on Negative information Tamir, M. & Robinson, M.D. (2007). The Happy Spotlight: Positive Mood and Selective Attention to Rewarding Information. PSPB, 33 (8). p. 1124-1136.
  • 6. Why we focus on Evan Background Music ● “Shelby Lynne - Johnny Met June” (2005) ● Composed softly, gently, with simple guitar chard and vocal ● Describing a love story that Johnny met June after waiting for long time ● “It should be something relax.”
  • 7. Why we focus on Evan Storyline Background Music Attended to Evan and other girls
  • 8. Why we failed to focus? Knowing the Hidden Message Ask you to watch Again Attended to the Shooter automatically While you were watching Evan, another student was showing signs of planning a shooting. But no one noticed.
  • 9. How could we miss something right before our eyes?
  • 11. Inattentional blindness ● When your attention is focused on one demanding task you might NOT notice unexpected things entering your visual field. ● We tend to concentrate on things that are important ● Then rely on our existing schemas to fill in the rest Top-down theories
  • 12. Conclusion Figure & Ground ● Focus on the whole painting, or …… Spotlight Metaphor ● We tend to focus the object appeared at the center
  • 13. Conclusion Findings Show ● Attention can be directed to another object even it’s not at the center Inattentional Blindness ● We may miss the things that are actually present with uniqueness
  • 14. Did you find the girl familiar?
  • 16. Reference ● Tamir, M. & Robinson, M.D. (2007). The Happy Spotlight: Positive Mood and Selective Attention to Rewarding Information. PSPB, 33 (8). p. 1124-1136. ● The video for demonstration “Sandy Hook Promise: Gun violence warning signs”: https://www.youtube.com/watch?v=dbsQLic2yzY ● Lyrics of song “Johnny Met June”: https://genius.com/Shelby-lynne-johnny-met-june-lyrics ● The figure at conclusion part: “Bears along the River During the Qingming Festival” by SMART

Editor's Notes

  1. Romantic Music Romantic Storyline These information is helping our mind to create a happy, or romantic mood. Our emotion changed and have the attention to look for rewarding information that fit in the mood
  2. We perceive Evan and the girl as the “figure” and others as “background”. Since we cannot see both at the same time so we only put our focus on Evan, who is the “figure” we recognized, and ignore all others “background” .
  3. Figure & Ground Are we focusing on the whole painting 清明上河圖(?)or those panda? Spotlight: We may tent to focus on the bridge
  4. Findings Show Ask the audience about do they find something strange If Yes, that’s the findings show: attention can be directed to different things even originally focus on the bridge Inattentional Blindness If you cannot find the strange part, then you are in Inattentional Blindness XD Should be funny! At least I enjoy very much >.<