The Effects Of Episodic Memory On Creative Advertising Writing And Its Cognitive Neural Mechanism

Episodic memory should play a key role in creative writing,because all creative ideas start with the retrieval of original ideas.However,traditional creative story writing only involves novelty.Creative advertising can not only promote consumption and drive economic development,but also involves usefulness.Therefore,this research attempts to explore the influence of episodic memory on creative advertising writing and its neural mechanism in the planning stage.Research one explores the character of episodic memory in the actual creative advertising writing process.Use the episodic-specificity induction to explore whether there are significant differences in the novelty and usefulness of creative advertisements generated by the subjects under the conditions of episodic-specificity induction and impression induction.Among them,novelty is divided into two dimensions:scene details and semantic details.A total of 62 subjects participated in this study.The results found that compared with impression induction,episodic-specificity induction can significantly improve the novelty of scene details,as well as the usefulness.There is no significant impact on the novelty of semantic details.The second study study the planning process of creative advertising writing,and explored whether there is significant activation of the frontal and occipital lobes under the conditions of episodic-specificity induction and impression induction.A total of 25 subjects participated in this study.The study found that compared with impression induction,episodic-specificity induction suppressed the alpha band and beta band of the left occipital lobe and the theta band of the frontal lobe and occipital lobe during the planning process.Suitability is significantly related to occipital lobe θ wave,left frontal lobe alpha wave,left frontal lobe beta wave and right occipital lobe beta wave.The novelty score of creative advertising writing has nothing to do with the activation of the frontal and occipital lobes.This study explores the impact of episodic memory in creative advertising writing through two studies,and finds that episodic-specific induction paradigm can improve the novelty and usefulness of creative advertising,and affect the activation methods of frontal and occipital lobes in the planning stage.Based on this,it provides methods and suggestions for the practice and teaching of creative advertising writing.