条件反射行为下的户外广告分析

Analysis of outdoor advertisements under conditioned reflex behavior

受新媒体形式的发展及新媒体展示载体的进步所带来的影响,各行业都涤故更新不再拘泥于单一的形式。作为信息传播途径之一的广告业,从传统的广告传播形式招贴、海报、喷绘等,逐渐向互联网、移动端、户外彩屏、装置艺术等方向发展。新媒体的出现,使得户外广告中充分、有机地融合了多学科知识,武装起来的户外广告变得更加科学、富有创新性和内涵。广告人现在所探寻的问题应是多学科的,可结合心理学中的“条件反射行为”对户外广告进行分析探讨,研究如何针对某一条件反射行为设计对应的户外广告,激发消费者的购买动机,促使其产生消费行为,达到企业盈利的最终目的。

Affected by the development of new media form and the progress of new media display carrier,all industries are no longer stuck to a single form.As one of the ways of information dissemination,advertising industry,from the traditional form of advertising communication posters,spray painting and so on,gradually to the Internet,mobile,outdoor color screen,installation art and other directions.The emergence of new media makes outdoor advertising fully and organically integrate multi-disciplinary knowledge,and armed outdoor advertising becomes more scientific,innovative and connotation.The problems that advertisers are now exploring should be multidisciplinary.It can combine the“conditioned reflex behavior”in psychology to analyze and discuss outdoor advertising,and study how to design its corresponding outdoor advertising for a certain conditioned reflex behavior,so as to stimulate consumers’purchase motivation and promote its consumption behavior,to achieve the ultimate goal of corporate profit.