發(fā)布時(shí)間：2018-07-14 10:08

【摘要】：本文借助心理學(xué)刻板印象內(nèi)容模型研究,結(jié)合大學(xué)生競(jìng)賽案例分析,從品牌感知的能力、道德、親切三個(gè)維度,探討廣告創(chuàng)意實(shí)施的對(duì)象和方法。優(yōu)秀的廣告創(chuàng)意離不開(kāi)對(duì)品牌和消費(fèi)者的深入洞察,將心理學(xué)模型研究用于廣告創(chuàng)意,從心理學(xué)和市場(chǎng)營(yíng)銷的角度分析消費(fèi)者對(duì)品牌的態(tài)度,挖掘品牌的獨(dú)特個(gè)性,進(jìn)而創(chuàng)造性地完成廣告創(chuàng)意實(shí)施。論文提出達(dá)成廣告創(chuàng)意的效果提升的構(gòu)想,為廣告創(chuàng)意尋找心理學(xué)理論支撐,并促成廣告創(chuàng)意實(shí)施的對(duì)象和方法嘗試。
[Abstract]:Based on the study of psychological stereotype content model and the analysis of College Students' competition cases, this paper discusses the object and method of advertising creative implementation from three dimensions of brand perception ability, morality and kindness. Excellent advertising creativity can not be separated from brand and consumer, and psychological model is used in advertising creativity. From the perspective of learning and marketing, the attitude of consumers to the brand is analyzed, the unique personality of the brand is excavated, and then the creative implementation of advertising creativity is creatively completed. The thesis puts forward the idea of improving the effect of advertising creativity, seeking psychological theory support for advertising creativity, and promoting the object and method of advertising creative implementation.
【作者單位】： 阜陽(yáng)師范學(xué)院信息工程學(xué)院;
【基金】：阜陽(yáng)師范學(xué)院校級(jí)項(xiàng)目:設(shè)計(jì)競(jìng)賽視角下的廣告設(shè)計(jì)課程資源開(kāi)發(fā)(2015MTYSJ05)
【分類號(hào)】：F713.8

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