電大廣告心理學(xué)復(fù)習(xí)重點考試復(fù)習(xí)資料小抄【終極完美版-預(yù)覽頁
【正文】 點的客觀評價轉(zhuǎn)向有異議的論點和情景因素里面，以至于把認知活動轉(zhuǎn)移到其他無關(guān)信息。 4編輯廣告信息記憶點， 5注意視覺記憶優(yōu)勢， 3 廣告構(gòu)思中的創(chuàng)造想象： 1 利用原型啟發(fā)，創(chuàng)造新形象。 3 把不同對象中部分形象黏合成新的形象，孫悟空，豬八戒的形象就是猴頭，豬頭和人身黏合成的。 4 認知策略的運用： 組織策 略：是一種統(tǒng)領(lǐng)策略。視覺策略：旨在加強對廣告認知的微觀策略。轉(zhuǎn)換 ~的特征是把文字變換成相關(guān)的圖形，以達到生動的表達文字信息的目 的。 態(tài)度的結(jié)構(gòu)：作為中間變量的感情，認識和行為傾向性是態(tài)度結(jié)構(gòu)的基本因素，它的認知因素表征為個體對態(tài)度對象的觀念，探究，知覺等方面的特性。上述態(tài)度結(jié)構(gòu)中 3個因素是互相依賴，互相制約的。 6態(tài)度有方向，強度和信任度 ?？ㄎ鞲C波和休曼提出了 ~，它把 態(tài)度改變歸納為 2個基本的路徑，中樞的和邊緣的。 當精加工可能性高時，說服的中樞路徑特別有效，當這種可能性低時，則邊緣路徑有效。 2 上述基本需要是互相聯(lián)系的，并且每一種需要相對的組成層次，由低級需要向高級需要的順序發(fā)展。 4 情緒的 3因素學(xué)說：心理學(xué)家，沙赫特，在 20C70年代提出的，他認為情緒的產(chǎn)生式外界刺激，機體的生理變化和認識過程 3者間相互作用的結(jié)果，其中認知起著重要作用。 3“懼怕”需求，例如一些家庭保險的訴求，勸服群眾戒煙的需求。 5 廣告效果測評：價值體現(xiàn)在：檢驗決策，改進設(shè)計制作，鼓舞信心。 5廣告心理效果的時候測評： 1 認知測評，測評廣告知名度，即消費者對廣告商品，品牌，企業(yè)名稱和標志等的認知程度。問卷調(diào)查，訪談，投 射測驗的方式。s recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫蘆娃 ) is a Chinese animation TV series produced by Shanghai Animation Film Studio. In the 1980s the series was one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state pared to the rest of the international munity. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of papercut animations. Black Cat Detective Black Cat Detective (Chinese: 黑貓警長 ) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2021, a rebroadcasting of the original series was announced. Critics bemoan the series39。t want to steal food like other mice. Shuke became a pilot and Beita became a tank driver, and the pair met accidentally and became good friends. Then they befriended a boy named Pipilu. With the help of PiPilu, they cofounded an airline named Shuke Beita Airlines to help other animals. Although there are only 13 episodes in this series, the content is very pact and attractive. The animation shows the preciousness of friendship and how people should be brave when facing difficulties. Even adults recalling this animation today can still feel touched by some scenes. Secrets of the Heavenly Book Secrets of the Heavenly Book, (Chinese: 天書奇談 ) also referred to as Legend of the Sealed Book or Tales about the Heavenly Book, was released in 1983. The film was produced with rigorous dubbing and fluid bination of music and vivid animations. The story is based on the classic literature Ping Yao Zhuan, meaning The Suppression of the Demons by Feng Menglong. Yuangong, the deacon, opened the shrine and exposed the holy book to the human world. He carved the book39。s feud with Nezha over his son
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