[M&M company]
This advertisement is an example of Top-Down Processing because the viewer is forced to perceive the image the artist is trying to portray but not so obviously. The M&M's are in the shape of a keyboard, suggesting a form of communication, which is what they are trying to advertise. The process the viewer has to go through visually is, looking a the ad, noticing they are M&M's in the shape of something similar, and then they figure out that the familiar shape is the order of a standard keyboard. This advertisement catches the viewers attention and then causes them to visually perceive it to accomplish the artists' "goal."
[Clorets]
This is another advertisement that exhibits the Top-Down process. The picture is of someone sticking, what first appears to be a tongue out, but if you look more carefully the viewer notices it's actually a fish. The advertisement catches the viewers attention because they are used to this image if it were a tongue because it's somewhat conventional, but when they automatically think that and then actually realize what it is, it causes them to look again. This process of linking stored information with the advertisement is the process of top-down processing.
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