The document discusses how context influences perception. It defines context as the circumstances that help understand an idea or event. Sometimes people interpret events through a virtual context based on their experiences. Context establishes codes that dictate how people feel about and interpret what they see. Two examples are given of how the same patterns are perceived differently depending on context: the letters in the words "CAT" and "HAT" and the number "13" being interpreted as a letter or number based on its surrounding context. The document asks for the reader's reaction to an ad and if they would call the number. It also states that the same content can have different contexts.