我国电视广告对消费者社会心理的影响分析.docVIP

广告学毕业论文 题 目 :我国电视广告对消费者社会心理的影响分析 专 业 :广告学 摘要 在体验经济时代，消费者主导和受众中心理念日渐加强。电视发展使电视广告成为消费体验中最具潜力的广告方式，受到广告业界的极大关注。本文针对我国电视广告对消费者社会心理的影响进行理论剖析和探讨，并为其实践运用提供指导原则。文中阐述马斯洛的心理学理论，通过剖析电视广告及其特点，分析和总结电视广告对消费者观念和行为转变和改变的积极意义。 关键词：电视广告 消费者 影响 Abstract With the development of the experience era, the concept that customers dominant the market and audience is the center is reinforcing gradually. Televisions’ develop has made TV ads the most potential advertising method in consumption experience and it has been paid great attention. The paper will analyze and probe the influence of TV ads to the customers and provide some guiding principles for the practical application. It illustrates the appearance and development of TV ads’ basic concepts. With the method of researching the positive effect of TV ads to customers, it also analyze and summarize the changes which TV ads have made to the ideas and actions of customers . Consumption experience stimulates the needs of advertising interactive form and TV ad is the best media of consumption experience. Therefore, the article will make a deep analysis to consumer strategies from the TV ads consumers’ perspective in order to encourage the study of TV ads consuming and make contributions to the development of TV ads. Key words: TV ads customer influence 目录 中文摘要及关键词……………………………………………………………… 1 英文摘要及关键词……………………………………………………………… 2 马斯洛的心理学理论概述…………………………………………………… 2 马斯洛心理学理论的内容……………………………………………… 2 马斯洛心理学的应用价值……………………………………………………3 二、电视广告的界定及特点……………………………………………… 3 （一）电视广告的界定……………………………………………… 3 （二）电视广告的特点……………………………………… 4 三、电视广告对消费者心理与行为的影响…………………………………………5 消费者消费理念的转变………………………………………………………5 （二）消费者消费心理的改变 （三）消费者消费行为的改变…………………………………………………… 5 结论……………………………………………………………………………………6 谢辞……………………………………………………………………… 6 参考文献………………………………………………………………………………7 引言当今社会，新闻媒体已经成为影响生活的重要因素和信息流通的关键载体。网络时代以