从马斯洛的“需求层次理论”探讨广告诉求的发展方向.docxVIP

第 PAGE \* MERGEFORMAT 6页 从马斯洛的“需求层次理论”探讨广告诉求的发展方向 摘要：随着经济的发展，人均收入水平的提高，教育制度的完善，个人素质的整体提高，人们在基本的生理需要满足的同时，也迫切希望实现自我价值。为了更好的迎合广告受众的需求，广告心理学已从曾经的服务于卖方市场为主转移到现在的以服务于消费者需求为主。有的广告以理性诉求为主，有的以感性诉求为主，其最终目的都是让广告通过媒介宣传出去后被接触到它的人接受，或者对广告受众的心理、行为产生一定的影响。然而广告不是姜太公钓鱼，现代的广告要想被消费者接受，产生效应，必须适应社会的整体发展，从实际出发，从消费者的心理需求出发。本文在借鉴大量前人著作和资料的基础上,从马斯洛的需求层次理论在广告中的运用和消费者心理与行为、受众的心理特征等方面探讨广告诉求的发展方向。 关键词：消费者需求；广告诉求；受众心理；马斯洛需求层次论 Abstract: With economic development, per capita income level, education system, improve the individual quality of the overall increase, people to meet basic physiological needs, but also eager to achieve self-worth. In order to better meet the needs of your audience, advertising, psychology, once the service has moved to the current sellers market-based to service-based consumer demand .Some rational appeal based ads, some with emotional appeals based its ultimate goal is to go after advertising exposure through media campaigns to its acceptance of, or your audience#39;s psychological and behavioral effects to some extent. But advertising is not a Grandfather Jiang fishing, modern advertising in order to be acceptable to consumers, resulting in effect, must adapt to the overall development of society, from reality, starting from the consumer#39;s psychological needs. In this paper, reference books and a large number of previous data, based on Maslow#39;s hierarchy of needs theory use in advertising and consumer psychology and behavior, the psychological characteristics of the audience and so the direction of development of advertising appeals. Key words: Consumer demand; advertising appeals; audience psychology; Maslows Hierarchy of Needs Theory 著名广告人斯科特在《广告心理学》一书??说过：“广告是现代商业方法的必要元素，商业人士要想聪明地做广告，就必须了解其顾客心理，知道如何有效地影响它们，总而言之，他必须懂得将心理学运用于广告。”广告活动实际上是广告主向目标受众传递信息的诱导过程，他需要说服受众，需要与消费者沟通。目的是对广告受众的心理、行为产生一定的影响。因此，在广告业界与学界大师们的不断探索下，他们开辟出广告学与心理学的交叉领域——广告心理学。在广告心理学中，从理论研究和实践的角度来看，广告的诉求方法分为理性诉求与情感诉求、潜意识诉求。这些诉求方法是根据消费者的需求，受众的心理等方面总结来的。一个广告主要想将他的广告传播出去，并