基于多感官整合的全感官广告沟通研究

Full Sensory Advertising Communication Based on Multi Sensory Integration

目的建构一个全感官广告沟通概念模型。方法首先,基于人脑整合感知外界刺激,越多感官参与,效果越好,感官缺失则导致感知失调、失误等规律,提出全感官广告沟通概念;其次,从感官设计、感官传播、感官体验、整体知觉及心理行为反应等层面建构全感官广告沟通模型;最后,从挖掘、聚焦和互动角度提出全感官广告沟通策略。结论借助感觉模拟技术和"通感"技巧,策划"整体知觉"、创意"感官印记"、设计"感官触点",并根据"感官补偿"原则进行媒介投放,全感官广告可提升真实性、感染力和说服力。

It aims to construct a communication conceptual model of full sensory advertising. Firstly, it puts forward a concept of full sensory advertising communication based on the laws about human brain integrating multi-sensory, more sensory more effective, sensory loss may result in perception disorder or errors. Then it constructs a full sensory adver- tising communication model including sensory design, sensory media, sensory experience, integrated sensory, and psy- chological behavioral response; lastly, proposes a few full sensory advertising communication strategies. Full sensual ad- vertising can promote authenticity, appeal and persuasion by planning ＂integrated sensory＂, creating ＂sensory imprinting＂, designing ＂sensory contact＂, and delivering according to law of ＂sensory compensation＂.