電大廣告心理學復習重點考試復習資料小抄【終極完美版(存儲版)
【正文】 The story of Havoc in Heaven（ Chinese: 大鬧天宮） is based on the earliest chapters of the classic story Journey to the West. The main character is Sun Wukong, aka the Monkey King, who rebels against the Jade Emperor of heaven. The stylized animation and drums and percussion acpaniment used in this film are heavily influenced by Beijing Opera traditions. The name of the movie became a colloquialism in the Chinese language to describe someone making a mess. Regardless that it was an animated film, it still became one of the most influential films in all of Asia. Countless cartoon adaptations that followed have reused the same classic story Journey to the West, yet many consider this 1964 iteration to be the most original, fitting and memorable, The Golden Monkey Defeats a Demon【金猴降妖】 The Golden Monkey Defeats a Demon (Chinese: 金猴降妖 ), also referred as The Monkey King Conquers the Demon, is adapted from chapters of the Chinese classics Journey to the West, or Monkey in the Western world. The fiveepisode animation series tells the story of Monkey King Sun Wukong, who followed Monk Xuan Zang39。s natural scenery. Pleasant Goat and Big Big Wolf【喜洋洋與灰太狼】 Pleasant Goat and Big Big Wolf (Chinese:喜羊羊與灰 太狼 ) is a Chinese animated television series. The show is about a group of goats living on the Green Pasture, and the story revolves around a clumsy wolf who wants to eat them. It is a popular domestic animation series and has been adapted into movies. Nezha Conquers the Dragon King（ Chinese: 哪吒鬧海） is an outstanding animation issued by the Ministry of Culture in 1979 and is based on an episode from the Chinese mythological novel Fengshen Yanyi. A mother gave birth to a ball of flesh shaped like a lotus bud. The father, Li Jing, chopped open the ball, and beautiful boy, Nezha, sprung out. One day, when Nezha was seven years old, he went to the nearby seashore for a swim and killed the third son of the Dragon King who was persecuting local residents. The story primarily revolves around the Dragon King39。s animation outpouring that are not to be missed. Let39。就能測評出廣告效果，廣告目標規(guī)定為廣告?zhèn)鞑ト蝿者_到的程度，這里的廣告?zhèn)鞑ト蝿罩福合蛳M者傳達信息，使其記憶品牌或企業(yè)等，并促使態(tài)度向期望的方向轉變。 2幽默感： 例如德國廣告公司的啤酒廣告：“您品嘗了美國最有名氣的德國啤酒，現(xiàn)在嘗嘗德國最有名氣的德國啤酒”巧妙的暗示了該啤酒勝過。有關消費者的因素， 1 消費者的有關知識和經(jīng)驗 2消費者是社會經(jīng)濟地位 3 消費者的購買預期 4 消費者的個性心理特點 4 需要層次理論：美國心理學家 A`H馬斯洛提出的， 1人類至少有 5種基本需要，扼要的說，他們是生理的，安全的，愛與歸屬的，尊重的和自我實現(xiàn)的需要。 4 精細加工可能模型 ELM， 20C80 年代，心理學家佩蒂而購買意向與購買行為的發(fā)生具有密切關系。鑲嵌 ~是將品牌名稱鑲嵌到該商品中，或者把該商品鑲嵌到文字里。 三大聯(lián)想率：接近率，對比率，類似率，因果律。短時記憶的容量大約為 7+2. 3 如何提高記憶信息量： 1把信息編成組塊， 2 增加對象維度， 3，巧用漢語特點組 織編碼。 3 廣告重復的積極作用： 消費者的購買習慣可以通過不斷重復該商品的廣告逐漸形成。操作性條件反射：學習者特定的環(huán)境中自愿的進行操作，斯金納，箱子中的老鼠，由偶然的壓杠桿變成主動的壓去獲取食物。 3 習得理論：聯(lián)想 學習理論，認為，學習是一種反應同一種刺激的聯(lián)想， 也就是一個刺激與對他所做的反
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