从广告心理学角度看广告英语词汇特色

The Vocabulary Characteristics of Advertising English from the View of Advertising Psychology

按照E.S.Lewis分析的"AIDA"理论,广告一定要引起接受者的注意(Attention)、兴趣(Interest)、欲望(Desire)、和行动(Action),才能成为成功的广告。但该文认为,广告还需要从接受者的各种需求出发,如人的生理需求、安全需求、人际关系需求、偏爱需求、互相理解尊重需求和自我实现需求等等来设计广告,同时也要考虑到人的思维定式等心理因素。可以说,一个成功的广告必须完成不是四个步骤而是五个步骤,即首先,要从需求出发;引起接受者的注意;使其保持一定的兴趣;便于接受者归纳记忆、激起购买欲并最终实现立即行动。

According to the'AIDI'principle raised by E.S.Lewis,the advertisement should drow attention,interest,desire of the audience,and finally intrigue them take actions. In order to achieve these four goals,the advertiser should also first meet the need of the public,in other words,design the advertisement based on their multiple needs(e.g. biological need,security need,relationship need,the need of love,the need of self-realization). Meanwhile,the designer should also take psychological factor like thinking pattern into consideration. Therefore,a successful advertisement should carry five measures: First,meeting the consumer's needs,then attracting attention,maintaining interest,keeping the memory,intriguing purchasing desire,finally leading audience to take actions.