Advertising Psychology! Audience psychoanalyt analysis
The advertising audience is the group that accepts the message conveyed by the advertisement, and the advertising audience implements the purchase behavior and becomes the consumer. The advertising audience is the object of advertising information dissemination and the recipient of advertising information. Successful advertising can attract the attention of advertising audiences, mobilize their desire to buy, and turn them from passive target to active buyer.
Advertising to achieve good results, can not be separated from the psychological understanding and grasp of the advertising audience. Any advertisement can only be recognized by society if it meets the psychological needs of the audience. Then, it is necessary to analyze the psychological characteristics of the advertising audience, and then reasonably target the advertising creativity. In general, the psychology of advertising audience mainly has the characteristics of perception, need and emotion.
A good advertising work, first of all, can attract the attention of the audience, through its size, color, location, form and other factors to stimulate the audience's eyeballs, to get recognition. The audience feels the physical information provided by the advertising work through its own physiological level (sensory) and then reaches the psychological level, where the audience determines whether the advertising work meets its own needs according to various ways such as self-feeling, personality, attitude, and lifestyle.
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After filtering the physiological and psychological aspects, the audience understands the practical significance conveyed by the advertising works, and then forms a memory of them. This memory is selective, and the audience will only choose to remember information that meets their needs and is good for them, while ignoring information that is meaningless and not helpful to the buying behavior. Recommended reading:Color Psychology in Design! Very practical
The needs of the advertising audience have a strong personal color, which has a lot to do with a person's family background, social environment, etc. Take "post-80s" as an example, their needs are particularly picky, an advertising work must have a distinctive color, bold ideas, in order to stimulate their senses. With the rapid development of science and technology, novel advertising ideas have undoubtedly had a great impact on the consumption behavior of the younger generation.
Emotion is the attitude of the advertising audience towards the advertising works, mainly manifested in the likes and dislikes of the two types. Obviously, a good advertising work gives the audience a positive, positive, pleasant emotional experience; The emotional response of the advertising audience affects the cognitive response, affects the attitude of the audience towards the advertising works, and the emotional response can also be transformed into the actual experience.
As an effective means of communication, advertising affects people's senses all the time. In a certain sense, good advertising works bring people visual and auditory enjoyment, but also to a certain extent affect the development of the advertising industry. Advertising creativity is an indispensable and important part of the whole advertising campaign. Designers in the advertising creative activities, from the overall point of view, fully consider the psychological needs of the advertising audience, and then create a rich cultural connotation, can reflect the purpose of the creation of advertising works. Excellent advertising creativity mainly from the characteristics of enterprise products and market competitiveness from the point of view of positioning.
The characteristics of the product
Including product modeling, function, quality, price and so on. Nowadays, most advertisements are commercial advertisements, and the competition between enterprises is very fierce, therefore, the creative design of advertising should focus on finding new differences from similar products, emphasizing product quality in advertising, but also pay attention to the timing, rational use of price advantages, the so-called "time, land, people and", is indispensable.
The idea of advertising should be consistent with the market positioning of the product. Audiences are emotional when accepting advertising information, an advertising work may make people have a variety of associations, but if because of creativity and performance and affect the effectiveness of product publicity, it may not only cause the waste of advertising funds, but also affect the development of enterprises, hinder its pace towards the market. Therefore, in the process of advertising creative design, we should be market-oriented, accurate positioning. Recommended reading:The necessary design principles for good ideas! Did you make it?
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