积极引领消费观念——现代广告理念之一

Guiding Consumption Idea Positively——One of the Modern Concept of Advertisement

广告艺术“培养”、“改造”和引领消费观念的时代已经到来。现代人的生活观念和消费方式瞬息万变 ,日新月异 ,消费心理日趋成熟 ,五光十色的商品及其广告 ,不仅开阔了消费者的眼界 ,也增加了他们选择的机会。广告艺术正好可以利用其物质产品和精神产品的形象信息 ,从消费目的、消费动机和消费行为诸方面对受众加以引导 ,推广和弘扬有时代特征的消费观念和先进的生产生活方式。提高消费者的选择能力和水平 ,帮助他们作出判断。

The time is coming for the advertisement to \!Train\', to \!reform\' and to guide the consumption concept of individuals. Modern people have a variety of life\|goal and consumption ways, and which changes rapidly, the psychology of consumption has become ripe day by day. Various kinds of advertisement can take advantage of image information of material goods as well as the spiritual goods to guide the consumption of the consumers, from the angles of consumption purpose, desire and consumption action. Success of failure in advertisement depends on the acceptance of the concept of the advertisement by the consumers. The purchasing psychology analyzing is the final goal of the research area of the modern advertisement.