【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)生競賽案例分析,從品牌感知的能力、道德、親切三個維度,探討廣告創(chuàng)意實(shí)施的對象和方法。優(yōu)秀的廣告創(chuàng)意離不開對品牌和消費(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)和市場營銷的角度分析消費(fèi)者對品牌的態(tài)度,挖掘品牌的獨(dú)特個性,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】： 阜陽師范學(xué)院信息工程學(xué)院;
【基金】：阜陽師范學(xué)院校級項(xiàng)目:設(shè)計競賽視角下的廣告設(shè)計課程資源開發(fā)(2015MTYSJ05)
【分類號】：F713.8

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