论广告与消费心理的互动

Concerning the Interaction between Advertisement and Consumption Psychology

中文关键词: 广告  消费心理  相互影响

英文关键词: advertisement  consumer psychology  interaction

中文摘要:

      以消费者的心理活动为启示， 论述了广告对消费者心理的影响过程， 强调了消费者心理又会反过来影响广告的设计、 定位。并分析了广告与消费者心理之间互相影响、 互相作用的关系。进一步提出这两者间的相互影响还会随着时代的变迁而产生变化， 指出现代设计师在设计一则广告时要把准时代变化的脉络， 欲要征服消费者， 先得征服消费者的心。

英文摘要:

      It used consumers′ psychological action as the enlightenment, discussed the process that an advertisement influence consumer psychology. It emphasized that consumer psychology could influence the design and location of advertisement in turn and analyzed the interaction between advertisement and consumer psychology. Then it provided the interaction between consumer psychology and advertisement would be changed following the time. Modern designers should seize the venation of Quasi-Times, then get the consumers′ heart.