摘要
"爱美之心人皆有之",向往并追求美好的事物是人类的天性。在现实生活中,"美"的法则运用到了商业之中,广告也不例外。广告主为了使消费者在收到广告信息后做出与广告主所预期的行为,常常极尽其所能地营造着广告之美,或雅或俗的利用美来打动消费者。本文通过阐述"美"的法则在广告内容及广告形式上的表现,进而探讨广告之美是如何对消费者心理产生影响的。
'The beauty is in everyone's heart',and longing for the pursuit of the good things is human nature.In real life,the aesthetic rules are applied to the business,advertising is no exception.In order to make consumers do what advertiser expect them to when consumers received advertisement information,they always do their best to create ad aesthetics to move consumers.In this paper,the author will expound the aesthetic rules on Ad content and advertising performance,and to explore how the aesthetic rules have an impact on the psychology of consumers.
关键词
广告心理
广告美
理念
advertising psychology,advertising aesthetics,the idea
