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Heart-to-heart advertising in tactical advertising

The heart-to-heart advertising, that is, the advertising style that caters to consumers' various psychology. Consumers have a variety of psychology. If an advertisement can be written for these psychology, it will get twice the result with half the effort. How many kinds of people's psychology, how many kinds of heart-warming ads. Here are a few common heart-to-heart ads. First, cater to the consumer's pursuit of beauty "Love the heart, everyone has", especially women. If the advertisement caters to this kind of psychology, it is easy to get the consumer's favor. For example, the advertisement for "enemy sun lotion" is written like this: In the summer, you expose most of your body, because you often wear swimsuits, sportswear and mini skirts, so you should make your skin noticeable. More beautiful. It seems that it is very important to keep the whole body beautiful in the summer, not only for special occasions, but also the beauty of the whole body should be paid every day throughout the summer. But this is not very troublesome. You only need to buy a bottle of "enemy sun". Because this liquid is rich in cosmetic fat, it can be used to keep the skin of your back, shoulders, arms and thighs delicate. In addition, the skin that is rough like the elbows, knees, and back heels will quickly appear soft if rubbed with this moisturizing enemy. Buy and often use a bottle of aromatic and delicate lotion to keep your skin soft, delicate and enticing. The enemy sun lotion liquid produced by Bristol Meyer Factory It is said that "enemy sun lotion" has been favored among women, and it is not unrelated to this advertisement to cater to women's love for beauty. Second, cater to the consumer's return to nature Now people fully enjoy the fruits of modern civilization, but the fast-developing society and high-tempo life make some people mentally difficult to adapt, they are eager to return to nature, return to nature, return to the past. The following example of advertising, to cater to people's psychology: American cruise company advertising along the historical footprint, arrange your vacation. You always have the opportunity to follow the crowd to the general tourist destination and spend an ordinary holiday. However, you can also reproduce Tom Sawyer and Huckberry in the legendary "Delta Queen" or "Luxury House". · Fen’s adventure story, or discover the charm of the towns along the Ohio River that have remained unchanged for centuries... Mark Twain’s The Adventures of Tom Sawyer and The Adventures of Huckleberry Finn are in the United States. As a household name, although the plot in the book is fictitious, it is a symbol of primitive nature. Advertising is a call for it, which will undoubtedly touch consumers' return to nature, thus creating a strong desire to travel. Third, cater to the curiosity of consumers From the psychological point of view, curiosity is a great nature of mankind. Therefore, in life, when the price paid is not large, people are willing to try to satisfy their curiosity. Advertisers then took advantage of this "weak" point of humanity and took the opportunity to make a fuss. There is a bar in the capital of Bangkok, Thailand. There are giant barrels at the door, which are filled with a few striking characters: No peeks! But there is no fence around this barrel, and no one is guarding it. Many passers-by are curious and want to see what happens. After I saw it, I laughed and laughed. It turns out that as long as the head is stretched into the bucket, you can smell a mellow and mellow taste. The bottom of the bucket also reads: My store has a different, clear and fragrant draft beer, a cup of five yuan, please enjoy! Advertising, we will find that its success is in the clever use of human curiosity. The imperative sentence "not allowed to peek" creates a mysterious atmosphere, which inspires people's curiosity and rebellious psychology, and successfully attracts people's attention. Mr. Wang Zhongcheng told a story in “Overview of Advertising in Various Countries”: The Singapore Zoo has used the gorilla Amon to share breakfast with tourists, attracting many Japanese tourists. Every morning, the gorilla Amon sits docilely at the table and drinks soup with dozens of tourists. When the gorilla was born, it was full of pain, and sometimes it was like a gentleman. He gestured to add soup, which made the tourists laugh and laughed. Soon, the message spread, attracting countless Japanese tourists and orangutans to amused, so that their amusements increased. This initiative was planned by the zoo leaders. They learned that the Japanese generally want to go to the country where they have developed tourism, but the terrorist activities there are daunting and uncertain. They seized the Japanese psychology and took the opportunity to carry out publicity activities to let people know that Singapore is a safe, clean and beautiful country, and it has the traditional culture and influence of the East, which is suitable for Japanese tastes. As a result, many Japanese people come here, especially those living in remote areas, and would like to see Singapore today, because in their impression, Singaporeans still seem to live in coconut trees and palm trees. In the small hut! Gorilla Amon had breakfast with Japanese tourists, and specially arranged Japanese-style rice, raw eggs, bean drum soup and green tea to make them have a good time. In fact, this kind of planning still uses people's curiosity. Breakfast with the orangutans is both fresh and novel, and naturally desirable. Another example: Italy "Merchi Hotel encourages customers not to get drunk", the result of the hotel business is very prosperous. The advertising signage of this hotel is written like this: Our store, Myr, Beauty, Beauty, you are full of food and drink in this store; odd, strange, you will not be drunk and rude in the customer's open drink, if you don't believe it, please give it a try. . This signboard has aroused people's curiosity. Some people even tried to get drunk with the determination to get drunk. Fourth, cater to the consumer's pursuit of comfort in the world of famous brand Wacoal's Lan Weier pajamas advertising Lan Weier to give you a gentle and affectionate night, sweet and warm dreams! The night is low, the lights are on, the night's melodies are coming... In the season when the autumn is getting stronger and the chill is increasing, Wacoal creates the beauty of the oriental women, and for the first time, you will launch the Lanweier pajamas series with the most original style and charm in 82 years. Lan Weier's delicate texture and elegant design make you feel warm and comfortable whether you are resting or falling asleep! From now tonight, put on Lan Weier, let yourself swim in the gentleness of the night, sweet dreams! The advertisement visualizes the warmth and comfort and is likely to attract customers. Because of the pursuit of happiness and comfort, it is a great survival principle for human beings. V. Catering to the practical, convenient and worry-free mentality of the consumer. A Di Sang clock-controlled radio advertisement is accompanied by a confidant to add fun. Since I have Dyson clock radio, morning and late sleep have become very regular. No longer need to be as busy and wolvering as in the past. Because the Dyson clock machine broadcasts on time, it is time-limited to shut down, display time, clear radio, and handy. Di Sang's little ideas also made me understand that life should be well organized and calm. Example 2: The Oriental Watch stands in the East, how can my watch not go? It turns out that I have forgotten the winding - my watch is not automatic. Today is the number? Today is the day of the week? I really have no memory - my watch has no calendar. In the dark night, I can't form the concept of time - my watch has no luminous. Friends, do you want to solve the above problems perfectly? Please choose Oriental Watch. The fully automatic function of the Oriental Watch will bring you more comfort and enjoy a fast-paced life, which will make you more attractive to the East. Oriental Watch, Japan's first-class product, which is famous for its high quality, low price and precise time, can be compared with the Swiss watch, and is a shining pearl of the East. Oriental watch, beautiful in appearance, generous, full range, is a favorite of young boys and girls. Oriental watch, the crystallization of the era of high technology. Oriental watch, standing east. The last two advertisements were created for the various unpleasant phenomena that consumers have in their lives. People want to overcome those troubles and unhappiness. Therefore, such advertisements often make consumers' hearts unable to move. 6. Catering to consumers' aspirations for green food With the development of industry, environmental pollution has become increasingly serious. For the sake of physical and mental health, most consumers are yearning for green food. There is an anecdote about advertising: Apples in some parts of the United States have been attacked by thunderstorms and frost, and there are some spots on the skin. No one cares. A fruit merchant bought all the low prices, and then erected a billboard at the door of the store, which wrote: Apple should have a mark, which is the imprint of the hail that it grows on the mountain. Only alpine apples are sweet and refreshing, and the marks are a symbol of the unique flavor of alpine apples. Please taste the alpine apples! It is said that apples are sold out in a few days. Later, the scarred apple became almost synonymous with American apples. The key to why people have become a hot commodity from the unattended thing is that advertising captures the psychology of people yearning for green food. Although the advertisement does not directly say that this is a green food, it has been seen from the lines that the living environment of this apple cannot be polluted, because only the fools have established factories on the mountains and mountains. Seven, cater to the consumer's pursuit of auspicious psychology. People are most concerned about Geely numbers. Especially in Hong Kong, from 1 to 9, there are 4 Geely numbers, of which 8 is the most popular, and it is a good fortune to get rich. It is especially favored. The rest of the Geely numbers are 9, 6, and 7. These numbers are arranged in a series, and they are ever-changing and infinite enough to make countless joys and sorrows in Hong Kong. In the same year, Air Canada allocated two giant passenger planes to open up the Far East route. After the navigation, Hong Kong passengers have been retreating. Even if some Hong Kong people have gone to the door, when they have clarified the situation, they have mostly changed their bookings to other airlines, which has made the Air Canada personnel puzzling. After the person pointed out, I realized that the problem lies in the number of the two planes. One is numbered "858", and the Cantonese is for hair. Is it good to send money? Don't send it! The other one is "859", is it rich? It will be sent soon. The root of the disease was found. Air Canada immediately changed the number of one aircraft to "888", that is, "fat! send! send!"; the other number was changed to "889", that is, "get rich, make money, send for a long time." As the number changed, the number of passengers booking was constant. See Wang Zhongcheng: “Overview of Advertising in Various Countries”, China Financial and Economic Publishing House, May 1998, p. 100. Eight, cater to consumers' pursuit of consumer fashion Psychology With the progress of the times, people's concepts are also changing and renewing, so there is a trend in the consumption of each other to follow the trend of the times. In the consumer goods market, especially in the consumption process of some soft goods, the consumer buying trend has a great impact on people's psychology, showing a trend of pursuing commodity trends and novels as the main purpose of demand, becoming fashionable Consumption trends. It stimulates and induces consumers to produce a synchronous psychological desire. When shopping, pay special attention to the styles and social popular styles of the products, and pay little attention to the practical value and price of the goods themselves. In response to the psychological characteristics of this demand, the following points should be highlighted in advertising: First, it emphasizes the modern trend and style, and strives to highlight the modern features of advertising products. Second, to render the modern people's life tastes and styles, use the idols of consumers' minds - the most fashionable movie stars, singers, sports stars, etc., to create a model image of imitation, it is easier to "create" fashion, for example: a certain Japanese Apparel companies are rumored that American movie star Taylor is about to go to Japan. According to the role of Taylor, who starred in the movie "Black Lightning", he made black clothes to make clothes suitable for him, and he was ready to wear it for him in Taylor. In addition, in the advertising of a variety of media, "Taylor's Black" is the center of appeal. When Taylor went to Japan, he used "Taylor is coming!", "Taylor wearing a snow coat" as the advertisement title, and published newspaper advertisements, and placed Taylor's photos wearing "black snow clothes" prominently in newspapers and magazines. In addition, in 61 department stores across the country, the use of photos of the size of Taylor's real people, stimulated a consumer boom of the imitation of Taylor, "black snow clothes" became fashionable, and promoted sales activities reached its peak. This kind of fashion promotion has sold only 70 or 80 pieces of snowsuits in the first year and sold 40,000 pieces at a time, which fully demonstrates the huge potential of this kind of sales. See Luo Jian, Gu Ling: "Advertising Creativity", China Economic Publishing House, August 1995, p. 72-73. Nine, cater to the consumer's rebellious psychology In a coastal city in Western Europe, there is a salesman selling Crown cigarettes, seeing that the cigarette market has been first listed by other famous brand cigarettes. Other salesmen are competing to argue about the merits of their brand, and he wants to say it. Later, when I was born, I posted advertisements everywhere and said, “Whenever cigarettes have nicotine, it is because of health. Even the best Crown cigarettes are no exception. Don’t believe in the promotion of Crown cigarettes. Advise customers, don't smoke Crown cigarettes." This advertisement has aroused people's strong interest in it, and it must be an advertisement promoted by the people of Crown. It seems that Crown cigarettes must be different. Many people out of rebellious psychology, the more you ask me not to smoke the crown cigarette, I can't be yours, I want to smoke the crown cigarette! So the sales of Crown cigarettes have increased.

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