公众心理——广告创意的上帝

Public Psychology——the Key Factor in Advertising Creativity

当广告开始作为企业市场营销战略的重要组成部分,为企业开拓市场、赢得消费公众的时候,广告人开始为广告的创意寻求依据。统观市场环境,诸多的市场因素中,人总是起着主导作用。市场本身就是由公众构成的,公众是市场的灵魂,自然,公众的心理就成为了广告创意的上帝。文章从不同时代、层次、年龄、国度四方面阐述了公众心理之于广告创意的重要性。

When advertisement as an important part of the enterprises＇ marketing strategies, began to help enterprises gain a larger market share and win over more consumers, advertisers started to seek the basis of advertising creativity. Generally speaking, human beings always play a leading role among various factors in the marketplace, because market itself is composed of the public, which is the soul of the market. Therefore, it is obvious that the public psychology has become the key factor in advertising creativity. This article discusses the importance of public psychology in advertising creativity in the following aspects ： different times, levels, age groups and countries.