暗示心理在電視廣告中的運(yùn)用研究 - 畢業(yè)論文

“暗示”是1種社會(huì)心理現(xiàn)象，它給人1種自然親切的感受，使人們?cè)跓o(wú)對(duì)抗性的情形下接受廣告，防止了消費(fèi)者的逆反心理，誘發(fā)其購(gòu)買欲望。因此，在廣告中運(yùn)用暗示原理受到廣告創(chuàng)意人的青睞。該文對(duì)暗示心理在電視廣告中的運(yùn)用進(jìn)行了初步的研究探討，文章分為4部分：1、從暗示的定義、分類、特征入手，對(duì)暗示心理作初步的了解；2、分析研究影響暗示心理的因素，從受眾的偏好、行為、語(yǔ)言、習(xí)慣等等方面分析了暗示心理對(duì)電視廣告受眾的影響；3、深入剖析廣告案例，探討暗示心理在電視廣告創(chuàng)意中的運(yùn)用方法；4、分析實(shí)現(xiàn)有效暗示的因素，歸納總結(jié)出如何在電視廣告排期運(yùn)用暗示心理。

關(guān)鍵詞：暗示心理；電視廣告；受眾心理；廣告創(chuàng)意

ABSTRACT

“Suggested” is one kind of social psychology phenomenon. Suggestion

which gives people nature and kind feeling, making people to accept the

advertisement under the non- antagonism situation and preventing consumers rebellious attitude, can induces consumer’s desire.Therefore, the advertisement which used suggestion principle receives the  adve-

rtisement creative persons favour.This paper has carried on the preliminary research on suggested the psychology which used in the television advertisement.The article divides into four parts: First, the paper makes the preliminary understanding on suggested thepsychology on the basis of the the suggestion’s definition, the classification and the characteristic．Second, having analyzed the factors which can affect the suggested psychology in order to use the suggestion into advertising creation well ,and has analyzed the influence to audiences which the suggested psychology does from behavior, language, custom aspect  and so on ．Third, through analyses some advertisement cases, the paper has discussed the utilization method of the suggested psychology in the television advertisement creativity．Fourth, did the analysis of realize effective suggestion factor, summarized how to use suggestion psychology in the television advertisement schedule of public performances , then  achieve the maximum effectiveness of advertising ．

Keywords: Suggested psychology；Television advertising；Audiences psychology；Advertising creation．

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