广告创意与消费心理【推荐优质文档】.docVIP

河南科技大学毕业设计论文 PAGE 广告创意与消费心理 摘 要 本课题依据广告创意与消费心理之间效应做出分析。所谓广告创意是指广告中有创造力地表达出品牌的销售讯息，以迎合或引导消费者的心理，并促成其产生购买行为的思想。消费心理是消费者在寻找、选择、购买、使用、评估和处置与自身相关的产品和服务时所产生的心理活动。不论以前或者现在以及将来，广告创意都是影响消费心理的一个好办法，利用创意迅速影响消费者的心里，被专家称为之为广告效应。但众所周知，广告创意与消费心理的关系非常密切,研究消费者的消费心理是广告创意的本原和市场开拓的需要。消费者的若干心理状况直接或间接的影响着他们的消费行为,并由此影响着产品决策者对整个宏观市场的把握。因而,优秀的广告创意必须建立在对消费者消费心理的科学调查和研究的基础上，以满足消费者的需求。在广告活动中，广告的创意度与他们的酬金也是成正比的。本课题围绕广告创意与消费心理，主要内容包括广告创意、消费心理特征、消费者、广告创意与产品的定位、最大发挥广告创意的效应等，详细的分析广告创意与消费心理的关系。 关键词：广告创意，消费心理特征，消费者，定位，产品 ADVERTISNG AND CONSUMER PSYCHLOGY ABSTRACT This topic is based on analysis of effect between advertising and consumer psychology. In so-called advertising refers to advertising creative to express brand sales message to meet or lead consumers of psychological, and contributed to the purchase of thought. Consumer psychology is that consumers are looking for, select, purchase, use, assessment, and treatment and its related products and services produced during mental activities. Regardless of the past or present and the future, advertising is a good way to influence consumer psychology, use creative quickly influence consumers heart, is called by experts for the advertising effect. But as we all know, advertising and consumer psychology is closely related, the primitive research on consumer psychology is the advertising of consumer and marketing needs. Consumers of mental state of some direct or indirect impact on consumer behavior, and thus affects product decision makers to grasp of macro-market as a whole. Thus, good advertising on consumer consumption must be established on the basis of scientific investigation and study of psychological, to meet consumer demand. In advertising campaigns, advertising creative and their remuneration is proportional to. This issue revolves around advertising and consumer psychology, psychological characteristics of main components including advertising, consumer, consumers, advertising and product positioning, maximize the advertising effect, de