摘要
广告传播要瞄准受众的心理需要,适应其心理需要过程,达到一种心理上的沟通。广告传播对受众心理的审美体认应当从求真、向善、尚美三个方面去追索,使受众在接收商品信息的同时感受到一种心理的审美满足,并产生购买欲望,从而达到推销商品的目的。
the paper contends that advertising should meet the mental needs of the audience in order to touch them to the heart by way of being sincere, benevolent and beautiful. Naturally,the audience will get much aesthetic satisfaction and consume the goods advertised.
出处
《浙江万里学院学报》
2005年第6期81-84,共4页
Journal of Zhejiang Wanli University
关键词
广告传播
受众心理
审美体认
advertising
the audience＇s mind
aesthetic experience
