Wen / Sun Sixiang

From the point of view of communication, advertising should be a persuasive and induced psychological process. The general path is that companies use advertising to make consumers feel good about their products, resulting in buying behavior. Obviously, in order to produce effect, the advertising communication of enterprises must cause the psychological effect of consumers, and the production of psychological effect is often related to the use of persuasion communication strategy.

Aesthetic.

In-depth investigation of the aesthetic psychology of the target consumer. The project under investigation must be scientific, specific and generally three-partySurface:

(1) Economic conditions. Economic conditions are the basis of consumption, which determines the different levels of consumption. Different levels of consumption, the requirements of commodity design must be different, this design is not only reflected in the quality of function, but also in the appearance of aesthetics.

(2) Environmental conditions. Mainly refers to the external objective conditions for consumers to engage in life and production practice, such as geographical and natural conditions, ethnic and religious conditions, regional conditions of the country, folk culture conditions and so on. These external conditions often determine the way of life, consumption habits and cultural types of consumers, and therefore the preferences and requirements of goods are different.

(3) Cultural quality conditions. Mainly refers to the self-cultural conditions of consumers, although in the same target market, consumers' cultural literacy is also very different. For example, cultural education, temperament, personality hobbies, surrounding atmosphere of edification infection.

These three aspects are the main aspects of the formation of consumer commodity culture psychology and aesthetic psychology. The most important thing here is to carry out a serious analysis, a comprehensive study of the various situations obtained from the survey, which is a rational comprehensive analysis, from which the consumer's requirements can be rationally grasped. According to psychological principles, any emotion is related to the satisfaction of the need. Only by grasping the specific requirements of consumers from investigation and analysis can we grasp their psychological characteristics.

Lieji.

The more novel and exotic the stimulus, the more attention can be paid to it. And for those stimuli that are often seen, they often turn a blind eye. Use people's hunting psychology, planningPersonnel in advertising should use novel media, novel forms, unique content and other special methods, so that consumers have a strong curiosity, thus triggering the desire to buy.

In advertising to adopt this psychological strategy, the key is to use novel performance techniques to attract the attention of consumers, but also pay attention to proportion, novelty and not strange. Too drilled, strange things, if the degree of weirdness beyond people's acceptance and tolerance, will not cause people's good feelings, on the contrary, will produce a sense of exclusion.

Usually, people are always new and tired of the old, not interested in the commonplace, or even ignored, but willing to pursue the ever-changing, novel things, if the advertisement can cast its good, design a novel and unique ideas and different forms of expression, can arouse people's attention and interest, arouse the desire to buy.

Emotion.

Emotional appeal strategy. Emotional appeal advertising is the way that the creator of the advertisement stimulates the consumer's emotion, emotion, meets the consumer's emotional demand, and then makes it germinate the purchase motive, realizes the purchase behavior. Consumers' emotions are rich and complex, including father-son feelings, mother-son feelings, husband and wife feelings and other internal feelings of the family;

In modern advertising promotions. If you can pay full attention to and be good at using people's emotions. Through the very rich taste of advertising appeal. Strive to create an atmosphere that mobilizes people's emotions. It is bound to impress and infect people. Can enable enterprises (products) and consumers to form a sense of closeness to enhance their understanding of the enterprise (products) and understanding. Shorten the psychological distance between enterprises (products) and consumers. Weaken people's resistance to advertising. Accept the sincerity of the enterprise. Ultimately win the trust of consumers.

When we create advertisements, we must accurately grasp the consumer's thoughts and emotions, find out their psychological needs, through the true feelings, full of emotional language, image, the role of consumers to arouse their emotional resonance.

Authority.

A psychological strategy that advocates authority. In advertising persuasion spreadIn the process, enterprises should find ways to prove the advantages of the product, that is, to provide a basis in advertising, so that consumers are convinced of product quality. One of the more effective persuasion communication strategies in this regard is to use the psychology of advocating authority. We know that consumers, as human beings, have a cult of authority, and they think that authority is absolutely true. Advertising with the help of authority to prove the quality of products, the natural effect is extraordinary.

Herd.

A psychological strategy from the public. The so-called crowd psychology, refers to inUnder pressure from social groups, the public abandons their personal opinions and acts in agreement with the majority. It is commonly referred to as "following the flow is a very typical phenomenon of the congregation." In addition, it is related to the public psychology, and the public still has the psychological effect of infection. The use of public psychology, infection psychology for advertising planning, is conducive to expand the scope of the impact of advertising, improve the impact of advertising.

(1) Create an idealized life pattern in advertising works.

(2) in merchandisePromote and plan business demonstration activities, focus on conquering a certain part of the public, deliberately build a willing to consume goods groups, so that other members of the public have a submissive basic role model and source of infection.

(3) To carry out various forms of publicity activities and promotional activities, widely attract the attention of the audience, expand the scale and scope of consumer public activities, and create a basic team for the public to generate public psychology and infectious psychology.Recommended reading:Explore! Brand advertising strategy