论广告的“心理暗示”作用

On Functions of Mental Suggestion in Advertisements

消费者行为受到广告影响不仅有来自个体内部因素,同时还受到个体以外的自然环境、社会文化、家庭、社会阶层等情景性因素的影响。也就是说,消费者行为是包括广告影响在内的一定情景或背景下产生的。广告心理学认为,广告心理暗示的作用一般分为五个方面:自然情景、社会文化情景、时间情景、任务情景以及以前状态情景。其中重要的是自然情景、社会阶层和家庭等因素。

The reasons why consumers' behaviors can be influenced by advertisements are not only from consumers' own factors but also from natural environment, social culture, family, stratum and so on. That is to say, consumers' purchase results from certain situations and backgrounds including advertisement. It is thought in Advertisement Psychology that functions of mental suggestions in advertisements generally can be divided into five aspects as follows: natural circumstances, social culture, time, tasks etc. in which the most important factors are natural circumstances, stratum and family.