感性消费时代的广告受众心理分析

The Audience Psychological Analysis for Advertising in Sensibility Cons umption Age

通过对广告受众心理进行分析,总结出新形势下广告受众心理的主要特点。具体受众心理分析是:一、感性心理:情趣情调;自我比拟;理想向往;流行时尚;交流互动;品牌偏好。二、理性——感性心理:实用价值观念变异;自我价值中的理性与感性;体现个性。

Specific audience psychological analyses are： I. Sensibility psychologic： the spice and the mood, selfworth, ideal, fashion, the Interaction, brand preference ; II. Sense——Sensibility psychologic ： the transform of practical value concept, sense and sensibility in self - worth, showing one＇ s personality.