《广告心理学原理分析.ppt

广告心理学原理分析 禁烟广告 禁烟广告 诉诸恐惧 以上两则属于禁烟的公益广告，在广告的诉求方法上采用了诉诸恐惧的手法。化为灰烬的腿和被灼伤的红唇，给人的心理营造出一种恐惧的氛围，以此告诫公众吸烟所产生的恶果。 惨不忍睹的画面让人的对吸烟产生抵触心理，从而达到广告的传播效果。 研究表明，诉诸最低程度的恐惧效果最好，而诉诸最强烈的广告最无效。从心理的角度分析，恐惧刺激若太过激烈，会造成某些干扰因素，使公众对恐惧产生抵触心理，达不到传播的效果。 啤酒广告 联想 啤酒广告 广告中的男子裸着上身，从他身后的场景中很容易想到他是在炎热的海滩游泳。但是让人疑惑的是，他头上戴着的一顶冬天的毛线帽子。 这就需受众去联想。原来是因为他喝的啤酒很凉爽，就像在冬天里需要戴帽子一样。 诉诸性感 众所周知，诉诸性感的广告效果用一个词形容：大善。 受众会因为性感的异性而被吸引。在啤酒广告中，美女处于视角的中心位置，其次是她手中举起的啤酒，商标显而易见。 吸引目光才是硬道理。 * * Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.