从众是受别人的影响,而在自己的知觉、判断、认识上表现出符合于公众舆论或多数人的行为方式,从众现象是一种较普遍的心理现象。从众心理理论下,广告创作可以从优化“众”的质量、强化“众”的规模、强调“众”的切合度、描绘“众”的集合性四个方面考虑,强化广告对消费者的引导力度,从而实现广告效果的最优化。 Congruence is affected by others, and in their own perception, judgment and understanding of behavior in line with the public opinion or the majority of people behavior, the phenomenon of obedience is a more common psychological phenomenon. Under the theory of public psychology, advertisement creation can be considered from the aspects of optimizing the quality of “public”, strengthening the scale of “public”, emphasizing the congruent degree of “public”, and describing the collection of “public” , Strengthen the advertising guide to consumers, in order to achieve the optimization of advertising effectiveness.