最新自考廣告心理學(xué)期末考試復(fù)習(xí)資料匯編-文庫吧在線文庫
【正文】 理論》一書，標志著廣告心理學(xué)的誕生?！ 」ど唐髽I(yè)用戶：新任務(wù)型、常規(guī)型、更新型 生活消費者：經(jīng)常性、選擇、考察性?！ V義的廣告指一切廣告活動，包括商業(yè)和非商業(yè)廣告?！ V告的概念：廣告是有計劃的通過媒體傳遞信息，影響公眾行為的信息傳播活動?！ V告心理學(xué)是說服大眾購買商品和勞務(wù)，為促使其采用購買行為而研究其心理與行動的一門科學(xué)，它是為促使大眾購買而將所研究的心理與行動的結(jié)論付諸實施的技術(shù)，所以廣告心理所研究的是說服的原理及過程?！ ?商標意象說是由歐集爾云提出來的?！ V告對消費者的作用：廣告刺激了消費者的消費，廣告將新知識傳遞給消費者，指導(dǎo)消費者合理使用消費資金。 消費者在進行有選擇的購買行為時的過程：喜歡與否、需要與否、值得與否和能夠與否，這四個方面同興趣、需要、價值去向、自我意識有關(guān)?！ ∩鐣贪逵∠笠灿衅浜侠淼囊幻妫菏紫?，它是對某類人或某類事物的印象、概括，不管是否全面準確，但這種概括本身是認識上的進步，具有合理性?！ 炤喰?yīng)和首次效應(yīng)區(qū)別、聯(lián)系：暈輪效應(yīng)和首次效應(yīng)都具有普遍性和帶主觀色彩的一面，但二者又是區(qū)別的。最后耀強調(diào)贊賞?！ 蠹埦哂刑厥獾男侣勑?，使廣告在無形之中增加可信度?！ ?戶外廣告心理特征：反復(fù)性，由靜態(tài)轉(zhuǎn)向動態(tài)，面積大體積大。（趨利沖突，避害沖突，遺憾沖突） 對廣告目標對象的分析，應(yīng)著重把握以下幾點：要判斷可能使用廣告商品的用戶是誰？（階層分析、家庭分析、個人分析）；要判斷廣告目標對象對產(chǎn)品的哪一方面感興趣。 廣告的說服是通過訴求來達到的，訴求是指外界事務(wù)促使人們從認識到行動的全心理活動過程。第五章 刺激消費者的需要 需要的特點：廣泛性、關(guān)聯(lián)性、反復(fù)性、競爭性、發(fā)展性、差異性?！ V告與消費者的需要：消費者的需要就是人的需要，人的需要表現(xiàn)為各類消費者的需要；需要的類別的交叉關(guān)系，消費者的需要具有雙重性，即公共需要和個人需要；需要由不同的層次，層次中又有層次，不同的群體和個人都通過一種或幾種主導(dǎo)需要而反映出特定的需要層次上的傾向。 消費者從生產(chǎn)購買商品的愿望到購買行為的完成分為：需要的發(fā)現(xiàn)，尋找目的物，作出購買決定，商品的使用，對商品的評價。 廣告元素的情感因素有那些？顏色、插圖、標題、文稿、廣告歌。 遺忘影響因素：先快后慢的遺忘進程，引起興趣，首尾易記?！ ?聯(lián)想分為：接近聯(lián)想，相似聯(lián)想，對比聯(lián)想，關(guān)系聯(lián)想?！ ∫罁?jù)語言的描述或土石，在人腦中形成相應(yīng)的新形象過程，叫做再造想象。自尊感等屬人類高級情感的道德感范疇?！ OP的特點：它是零售商店與商品展銷和促成現(xiàn)場交易為目的的廣告。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 bys real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the exploitation of noblemen. He was also full of passion and tried his best to help poor people. Adventure of Shuke and Beita【舒克與貝塔】 Adventure of Shuke and Beita (Chinese: 舒克和貝塔) is a classic animation by Zheng Yuanjie, who is known as King of Fairy Tales in China. Shuke and Beita are two mice who don39。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。Hong KongBeijings law. In order to pass this holy book to human beings, he would have to get by the antagonist fox. The whole animation is characterized by charming ChineseStudio. 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 2006, a rebroadcasting of the original series was announced. Critics bemoan the series39。POP廣告是自營綜合性廣
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