美国广告中的社会文化心理诉求

Cultural Psychology and Advertising: A Case Study

广告能否成功取决于它是否正确地运用了广告心理学的原则。广告要想达到推销产品的目的 ,首先必须熟谙消费者的需求心理 ,才能制作出符合消费者心理的广告 ,打动消费者的心 ,达到预期的广告效果。美国这个拥有 2 0 0多年广告历史的世界广告大国在广告心理学领域颇有建树 ,通过对美国广告的学习 ,可以发现广告心理学原则在广告中的具体运用 ,有助于我们清楚地了解美国社会的各种文化心理 ;同时在如何顺应消费者心理制作出成功的广告作品方面 ,也给我们以丰富的借鉴意义。

The success of advertising is contingent on the advertiser's understanding of consumer psychology. The marketing history of the U.S. has established beyond any doubt that the better the advertiser assesses and appeals to the consumers' needs, the more effective his ad campaign will be. By studying successful U.S. advertisements, therefore, we stand to gain insights into the American mind and to infer features of cultural psychology peculiar to American society. And we find valuable tips for designing advertisements selling Chinese goods on the world market as well.