發(fā)布時(shí)間：2018-03-21 21:11

  本文選題：消費(fèi)者心理　切入點(diǎn)：POP廣告　出處：《蘇州大學(xué)》2007年碩士論文　論文類型：學(xué)位論文

【摘要】： POP廣告是陳列于商業(yè)場(chǎng)所的一種促銷性廣告,它的圖形、文字、色彩以及空間形態(tài)等視覺要素能夠影響消費(fèi)者的購(gòu)買心理,從而影響其購(gòu)買行為;消費(fèi)者對(duì)POP廣告中商品信息的心理反映,反過(guò)來(lái)又影響POP廣告的設(shè)計(jì)。因此,研究消費(fèi)者心理對(duì)于POP廣告設(shè)計(jì)具有重要的意義。 消費(fèi)者受年齡、性別、文化層次、經(jīng)濟(jì)狀況等不同因素的影響,因而具有不同的消費(fèi)需求心理,本課題的研究目的在于如何使POP廣告廣泛地滿足不同消費(fèi)者心理,從而達(dá)到促進(jìn)銷售的目的。文章運(yùn)用理論研究和調(diào)查分析的方法,探討消費(fèi)者心理對(duì)POP廣告設(shè)計(jì)的導(dǎo)向作用,通過(guò)對(duì)消費(fèi)者心理的研究,客觀地分析他們的實(shí)際需要,總結(jié)出如何使POP廣告設(shè)計(jì)在視覺上滿足消費(fèi)者的實(shí)用、審美、情感、價(jià)格等方面的心理需求。
[Abstract]:POP advertisement is a kind of promotional advertisement displayed in commercial place. Its visual elements, such as figure, text, color and spatial form, can influence the purchasing psychology of consumers and thus their purchasing behavior. The psychological reaction of consumers to commodity information in POP advertisements, in turn, affects the design of POP advertisements. Therefore, the study of consumer psychology is of great significance to the design of POP advertisements. Consumers are influenced by different factors, such as age, sex, cultural level, economic situation and so on, so they have different consumer demand psychology. The purpose of this research is to make POP advertisement satisfy different consumer psychology widely. In order to achieve the purpose of promoting sales, the article uses the methods of theoretical research and investigation and analysis, discusses the guiding role of consumer psychology to POP advertising design, through the research of consumer psychology, objectively analyzes their actual needs. This paper summarizes how to make POP advertising design meet consumers' practical, aesthetic, emotional, price and other psychological needs visually.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 康立超;節(jié)慶期間POP廣告研究[D];湖南工業(yè)大學(xué);2009年

，

本文編號(hào)：1645559