微纪录片广告的心理效应解析

Psychological Effects of Micro Documentary Advertising

成功的利用心理效应是提高影视广告传播效果的一个关键因素,微纪录片广告采用纪实内容的创作方式、注重与品牌的精神契合,避免受众对功利色彩浓厚的影视广告的逆反心理。本文以汽车微纪录片广告PACEMAN城市微旅行作为分析案例,从暗示效应、感化效应、移情效应、接近效应等四种心理效应的类型进行解析,探讨如何利用心理效应来提高微纪录片广告的传播效果。

One of the key factors to improve the spread effects of advertisements in TV series and movies is to make use of psychologi-cal influences successfully.Micro documentary advertising in which a realistic form of documented contents is applied to be combined with the spirit of the product avoid negative effects of viewers’reverse psychology caused by commercial advertisements with strong promoting purposes.Taking the case of PACEMAN city travel,a micro documentary advertisement about a car,analyzing from four re-spects including suggestion effect,reformatory effect,transference effect,proximity effect,the authors explore how to enhance the spread of micro documentary advertising through mental influence.