“大广告”视域下的广告催眠效应解读

Advertising Hypnotic Effect Research in the Concept of Big Advertising

媒介技术的快速发展及其对大众生活的不断渗透，为广告传播的催眠效应搭建了一个天然的平台，使得广告作为一种“仪式”给予更多参与者体验、享受和追求的欲望和经历。本文首先以“大广告”界定了广告催眠效应研究的宏观环境，进而结合广告实务对广告催眠的手段进行了具体的勾勒，并梳理了其与睡眠和催眠术的现实关系。

With the rapid development of media technology, and constantly to the penetration of public life, it builds a natural platform for advertising communication hypnotic effect, and makes advertising as a kind of ＂ritual＂ to give participants more experience, enjoy, and the pursuit of the desire. This paper first defines the hypnotic effect of advertising study macro environment with the ＂big advertising＂, then gives a detailed description of advertising means of hypnosis combined with advertising practice, and expounds its relationship with the reality of sleep and hypnosis.