Advertising psychology learning summary

Advertising psychology applies the general principles of psychology to advertising activities, studies the psychological process of the audience to receive advertising incentives, studies the influence of personality psychology on the acceptance of advertising; and through the analysis of consumer psychology, studies how advertising can be stimulated. Make the customer group become consumers and purchase goods and services, analyze advertising activities and guide advertising ideas with scientific theories.

Scientific advertisements follow the laws of psychology. Please see the selected advertisements: a disk 18 minutes and 33 seconds. Advertising on animal protection and containment.

1 blank empty background, a monologue, subtitles, puppies, terrible hunting iron clips, for the protagonist of the picture, cold, bloody, cute, warm contrast.

2 The commentator began to explain that the lens close-up iron clip, the puppy looked at the distance, ran from left to right, and turned to look at the iron clip on the side of the lens. Give people guess, compassion and nervous emotions.

3 The commentator continued to explain that the puppy continued to trotting around twice, three times... the puppy was getting closer and closer to the iron clip.

4 The interpreter speeds up and the tone is low. The puppy probes the brain on the side of the iron clip, and the tension is more intense. Even to reach the high slot.

5 When the advertisement is over, the puppy accidentally touches the organ of the clip, and the sound is loud, the screen is dark, and the theme appears. The truth is white!

See advertising psychology from the impact of advertising on consumers.

People say that advertising is a unique subject. Where does its charm come from? Although this question is difficult to answer, one thing is certain: successful advertising must be based on the psychology of consumers. Today's advertisers can say that there is no controversy about this. For example, this advertisement is to take advantage of the majority of people's love for animals and the existence of various kinds of different animal dangers in the world, to remind you, pay attention to animals, pay attention to Their health and safety. With this strong contrast and a tense atmosphere, the author's theme and central ideas are brought out.

Modern psychology believes that successful advertising generally has six influences on consumers:

First, attract attention

Advertising in a novel and unique way to give consumers a certain shock and attention.

Second, disseminate information

Advertising disseminates product information to consumers to form perceptions and impressions of goods, especially brands.

Third, emotional appeal

Advertisements emotionally impress consumers' psychology, causing emotional and emotional resonance, and further generating trust based on good feelings.

Fourth, persuasion

When advertising spreads product information and causes emotional resonance, it gradually influences consumers' attitudes and persuades consumers to change their original attitudes, prompting consumers to gradually like goods and purchase goods.

Five, guide purchase

The advertisement promotes model consumption and purchase behavior, and vigorously renders the wonderful effect after consumption or purchase of goods, giving consumers a clear demonstration role to guide people's consumption and purchase behavior.

Six, create popular

Advertising often repeats the same content and appeals to consumers in exactly the same way, using the popular social psychological mechanism to create a sensational effect and inspiring more consumers to participate in the purchase.

This advertisement officially uses the method of attracting attention and emotional appeal, "people are not grass, can be ruthless." The words “touching the scene” show that the emotional experience is easily evoked by a specific environmental object. "It’s been bitten by snakes, and ten years of fear of well ropes" is more vivid. It shows that similar objects can also cause the same or similar emotional emotional experience. Therefore, for people's certain emotional reflection patterns formed by life experience or genetic instinct, they can be used in advertising strategies to induce people's specific emotional and emotional experiences through certain means of expression, so as to achieve a combined effect.

The persuasion effect of emotional advertising is also manifested in the protection behavior of people's potential consciousness. At the same time, the practice of advertising shows that to achieve the six influences of advertising on consumers, an important aspect is to study the customer base, research advertising psychology, and Based on this idea, design and implement advertising. An exciting or intimate advertisement will make the customer feel good about advertising. Emotional appeal and rational appeal are listed as two basic forms of advertising persuasion. The persuasive effect of emotional appeal can work in a direct or indirect manner. The direct way is to generate a certain emotional experience through classical conditioning or learning to imitate, affecting the attitude of the brand; indirect means that the emotional experience affects the cognitive processing, and reflects the change of the intermediary attitude through cognition.

In advertising, the most common are aesthetic, intimacy, sense of humor and fear.

Aesthetics, people follow the certain aesthetic standards, and observe and evaluate the objective objects, including the human body, as the emotional experience of the longevity. Aesthetics include natural, social, and artistic. Everything that meets your needs can lead to a beautiful experience.

This dimension of intimacy reflects a positive, gentle, short-lived emotional experience that often includes a reflection of victory and an experience of relationships between love, family, and friends.

An advertisement for Bell Company of the United States is like this: One evening, an old couple is eating, this is the phone ringing, the old lady is going to another room to answer the phone, after returning to the table, the old gentleman asks her: "Who is the phone?" "The old lady replied: "It was the daughter." The old gentleman asked again: "Is there anything?" The old lady said, "No." The old gentleman asked in amazement: "Nothing? Calling thousands of miles." "The old lady choked: "She said she loves us!" The two old men were relatively speechless and excited. At this time, the narrator said: "Take your love by phone!" You can't help but touch the affection that is revealed in the advertisement.

The sense of humor makes people laugh, and produces emotional excitement and happiness. It can lead to the positive impact of these positive experiences on specific brands, thus affecting the customer's attitude towards the brand, and may also affect people's associations and beliefs about the brand. In addition, it can potentially affect information processing. The McCormick Spiemann research institute surveyed 500 television commercials and found that funny advertisements are easy to remember and more convincing.

Fear of Sense: Fear of appeal refers to the use of specific advertisements to cause consumers to be afraid and related emotional experiences, such as surprise, disgust and discomfort, to exploit the unfortunate events in advertising. The most suitable of these types of advertisements for personal safety or protection from property damage.

The advertisement I chose used to use the intimacy and fear to contrast and arouse people's attention. The dimension of intimacy reflects affirmative, gentle, sincere, and friendly. Consolation, and so on. The integration of affection, friendship, love and other emotions is often easier for advertising and products to impress customers and resonate.

I personally think that this advertisement is the perfect appeal to the intention to express, through the expression of the unusual role, to stimulate our inner sympathy and compassion, and finally achieve the desired effect. Therefore, advertising psychology is the psychological phenomenon and psychological law generated by the interaction between advertising and consumers in advertising. It aims to show that the influence of advertising on consumers is mainly reflected by consumers' psychological inclination or brand attitude towards relevant advertising content. The effect is not the purchase behavior. That is, people often say that the advertising effect can not be considered only from the economic benefits. This is an advertisement, so this non-profit advertisement is perfect and mature!