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广告是一种传播活动,即传播者通过一定的方式,把信息传给接收者。在广告心理学定义中有的学者把它定义为“说服大众购买商品和劳务,为使其采购行为,而研究其心理与行为的学问。”还有研究者把它定义为“研究广告后动中有关信息传递,说服购买心理规律的一门学科。”广告的心理策略实质就是说服策略。广告的实质是通过有效的信息诉求,达到所期望的传播效果。即使消费者能够按照广告传播的目的形成或改变某种态度,进而促使其发生购买行为。
Advertising is a communication activity in which the communicator passes the information to the recipient in a certain way. Some scholars in the definition of advertising psychology define it as “the science that convinces the public to buy goods and services and study their psychology and behavior in order to make them purchase behavior.” “There are also researchers who define it as a” research Advertising after the move about the transfer of information, to persuade the purchase of psychological discipline a subject. "The psychological strategy of advertising is to convince the strategy. The essence of advertising is to achieve the desired communication effect through effective information appeal. Even if consumers are able to form or change some attitude according to the purpose of advertising, thereby promoting its purchase behavior.