The work aims to summarize and refine the creative techniques of suspense advertisement, such as logical appeal, emotional appeal, storytelling, humorous, abnormal and simplified techniques, based on the analysis of the specific expression forms of suspense advertisement, such as one suspense and one answer, one suspense and many answers, and many suspenses and one answer, and to illustrate the artistic value of different creative techniques by means of specific suspense ads cases. Based on the psychological analysis of the receivers of suspense advertisement, by sorting out the concept of innate structure, time factor, individual psychology, reception psychology process of the receivers and so on, some suggestions on the creativity and delivery of suspense advertisement were put forward, such as moderate exaggeration, curiosity, suspense, etc. Case analysis and literature study were used to explore the unique expression form of suspense advertisement from the perspective of reception psychology, as well as the cultural implication and aesthetic law behind it. The creative form of suspense advertisement has existed for a long time, but different research paths from the perspective of reception psychology and creation psychology provide different perspectives for the comprehensive interpretation of suspense advertisement, and also provide reference and basis for revealing its unique artistic value. |