-暗示心理在电视广告中的运用

“暗示”是1种社会心理现象，它给人1种自然亲切的感受，使人们在无对抗性的情形下接受广告，防止了消费者的逆反心理，诱发其购买欲望。因此，在广告中运用暗示原理受到广告创意人的青睐。该文对暗示心理在电视广告中的运用进行了初步的研究探讨，文章分为4部分：1、从暗示的定义、分类、特征入手，对暗示心理作初步的了解；2、分析研究影响暗示心理的因素，从受众的偏好、行为、语言、习惯等等方面分析了暗示心理对电视广告受众的影响；3、深入剖析广告案例，探讨暗示心理在电视广告创意中的运用方法；4、分析实现有效暗示的因素，归纳总结出如何在电视广告排期运用暗示心理。

关键词：暗示心理；电视广告；受众心理；广告创意

ABSTRACT

“Suggested” is one kind of social psychology phenomenon. Suggestion

which gives people nature and kind feeling, making people to accept the

advertisement under the non- antagonism situation and preventing consumers rebellious attitude, can induces consumer’s desire.Therefore, the advertisement which used suggestion principle receives the  adve-

rtisement creative persons favour.This paper has carried on the preliminary research on suggested the psychology which used in the television advertisement.The article divides into four parts: First, the paper makes the preliminary understanding on suggested thepsychology on the basis of the the suggestion’s definition, the classification and the characteristic．Second, having analyzed the factors which can affect the suggested psychology in order to use the suggestion into advertising creation well ,and has analyzed the influence to audiences which the suggested psychology does from behavior, language, custom aspect  and so on ．Third, through analyses some advertisement cases, the paper has discussed the utilization method of the suggested psychology in the television advertisement creativity．Fourth, did the analysis of realize effective suggestion factor, summarized how to use suggestion psychology in the television advertisement schedule of public performances , then  achieve the maximum effectiveness of advertising ．

Keywords: Suggested psychology；Television advertising；Audiences psychology；Advertising creation．

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