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在广告信息传播过程中,引起“注意”显得特别重要。广告要引人注意首先要明确注意主体并充分考虑其需求。依据市场的细分选择注意主体成为必然。其次要锁定注意客体,运用广告产品定位策略过滤广告信息,实现卖点聚焦。最后要运用媒介创新、优先申明、二三维空间组合、视听觉组合、互动、异型、色彩对比等多种注意技巧,牵引受众感官。论文通过大量的案例分析生动诠释了广告引人注意的方法。
In the process of advertising information, it is particularly important to cause “notes”. Advertising should attract attention to the need to clearly pay attention to the main body and fully consider its needs. Selecting the attention subject according to market segmentation becomes inevitable. Second, we must focus on the object of attention, use advertising product positioning strategy to filter advertising information, to achieve focus on selling points. Finally, we must use media innovation, priority declaration, two-dimensional space combination, audiovisual combination, interaction, heterotypic, color contrast and other attention techniques to traction audience senses. The paper vividly explains the method of attracting attention through a large number of case studies.