消费心理在广告设计中应用的研究.docxVIP

消费心理在广告设计中应用的研究摘要 广告是一种宣传，而广告设计则是为了更好的宣传。广告设计不仅仅是一位“造型 师”，作为一种宣传手段，它更应该像一位心理学家，宣传产品的过程则是与消费者进 行一场心理战。因此，广告设计想要获取成功，不能只在创意上使人眼前一亮，而是应 先了解消费者的心理，一步步引导消费者，激起消费者的购买动机，使消费者由“心动” 变成“行动”，最终达到促使消费者产生消费活动的目的。通过这次对消费心理在广告 设计中应用的研究，让大家更加清楚的了解消费心理的重要性，了解到产品需要广告， 而广告设计需要懂得消费心理。 关键词：消费心理、消费者、广告设计、产品 Abstract Advertising is a kind of propaganda, but advertising design is for better publicity.. Advertising design is not just a stylist, as a means of propaganda, it should be more like a psychologist, the process of propaganda and product is a psychological war with consumers. Therefore, advertising design wants to succeed, not only in the creative make people shine at the moment, but should first understand the consumer psychology, a step by step guide consumers, arouse consumers* purchasing motivation, so that consumers from heart into action, reach to encourage consumers to produce consumption activities. The importance of understanding of consumer psychology through the research on Application of consumer psychology in advertisement design, let you more clearly, learned products need advertising, and advertising design need to understand the consumer psychology. Keywords： Consumption psychology;Consumer;Advertisement project;Product 目录 TOC \o 1-5 \h \z 摘 要 I \o Current Document Abstract II 目 录 1 \o Current Document 1绪论 1 \o Current Document 研究背景 1 \o Current Document 研究目的与意义 1 \o Current Document 研究目的 1 \o Current Document 研究意义 1 \o Current Document 研究内容 2 \o Current Document 2消费心理概述 3 \o Current Document 消费心理定义 3 \o Current Document 消费心理主要类型 3 \o Current Document 消费心理在各年龄段的表现 3 \o Current Document 消费者心理变化特征 3 \o Current Document 个性消费回归 4 \o Current Document 消费主动性增强 4 \o Current Document 消费者心理的转换速度加快 4 \o Current Document 方便性与乐趣并存 4 \o Current Document 3广告设计分析 5 \o Current Document 广告设计定义 5 \o Current Document 广告设计前提 5 \o Current Document 广告设计内涵 5 \o Current Document 广告设计原则 5 \o Current Document 广告设计特征 6 \o Current Document 4消费心理在广告