论符号化消费与广告设计

Symbol Consume and Advertising Design

符号化消费是一种社会经济现象,也是当代营销学领域的前沿研究内容。研究符号化消费能够深入发现消费心理需求的规律,从中找出其差异性与潜藏性,制定相应的营销计划和产品开发计划。而作为营销计划中的产品信息传播的广告,必须结合符号化消费研究的结果,利用本身所必备的重要告知功能——直白性和隐喻性的视觉化语言将产品中的显性和隐性价值表现出来让受众接受和说服受众。

Symbol consume is an important social and economic phenomenon. This economic phenomenon included in different consume psychology. As advertisement, that communication the information of product, the important function is to us the visual of directness and metaphor way to tell the Consumer about price of obvious and recessive.