基于多感官整合的全感官广告沟通研究

Full Sensory Advertising Communication Based on Multi Sensory Integration

中文关键词: 多感官整合  全感官广告  沟通模型  沟通策略

英文关键词: multi sensory integration  full sensory advertising  communication model  communication strategy

中文摘要:

      目的 建构一个全感官广告沟通概念模型。方法 首先，基于人脑整合感知外界刺激，越多感官参与，效果越好，感官缺失则导致感知失调、失误等规律，提出全感官广告沟通概念；其次，从感官设计、感官传播、感官体验、整体知觉及心理行为反应等层面建构全感官广告沟通模型；最后，从挖掘、聚焦和互动角度提出全感官广告沟通策略。结论 借助感觉模拟技术和“通感”技巧，策划“整体知觉”、创意“感官印记”、设计“感官触点”，并根据“感官补偿”原则进行媒介投放,全感官广告可提升真实性、感染力和说服力。

英文摘要:

      It aims to construct a communication conceptual model of full sensory advertising. Firstly, it puts forward a concept of full sensory advertising communication based on the laws about human brain integrating multi-sensory, more sensory more effective, sensory loss may result in perception disorder or errors. Then it constructs a full sensory advertising communication model including sensory design, sensory media, sensory experience, integrated sensory, and psychological behavioral response; lastly, proposes a few full sensory advertising communication strategies. Full sensual advertising can promote authenticity, appeal and persuasion by planning "integrated sensory", creating "sensory imprinting", designing "sensory contact", and delivering according to law of "sensory compensation".