性别差异对广告创意元素的导向性研究

Research Oriented Gender Differences on Advertising Creative Elements

广告是通过刺激消费神经,缔结商家与消费者情缘的丘比特的神箭。为了打动消费者,广告的消费群不同,广告创意的元素和内容也就不同。因为男女生理上的差异,进而导致男女心理上的差异,而心理上的差异也就造成了人对事物看法和行为模式的差异,这样导致男女对同一种商品的消费兴趣和注意力也不同。因此,同样一个产品,面对消费者的性别不同,那么它的广告创意的各种元素和内容也要随着性别差异而不同,要打动消费者,要针对消费者性别的差异来制作针对性的广告。

The advertisement uses the stimulation of expense nerve to establish the relationship between business and the consumer. In order to persuade the consumer, there are different advertising consumer groups, advertising creative elements and the content. Because of the differences between male and female physiology, there are differences between the male and female psychology, and the psychological difference is created between the people the view of things and behavior pattem, this leads to the situation that men and women who have the same commodity consumer interest pay different attention. Therefore, the same products, in the face of consumers of different gender, has various elements of creative advertising and content with the gender difference to impress consumers because consumers differences in gender is very important for targeted advertising.