品牌感知在广告创意中的实施

发布时间：2018-07-14 10:08

【摘要】：本文借助心理学刻板印象内容模型研究,结合大学生竞赛案例分析,从品牌感知的能力、道德、亲切三个维度,探讨广告创意实施的对象和方法。优秀的广告创意离不开对品牌和消费者的深入洞察,将心理学模型研究用于广告创意,从心理学和市场营销的角度分析消费者对品牌的态度,挖掘品牌的独特个性,进而创造性地完成广告创意实施。论文提出达成广告创意的效果提升的构想,为广告创意寻找心理学理论支撑,并促成广告创意实施的对象和方法尝试。
[Abstract]:Based on the study of psychological stereotype content model and the analysis of College Students' competition cases, this paper discusses the object and method of advertising creative implementation from three dimensions of brand perception ability, morality and kindness. Excellent advertising creativity can not be separated from brand and consumer, and psychological model is used in advertising creativity. From the perspective of learning and marketing, the attitude of consumers to the brand is analyzed, the unique personality of the brand is excavated, and then the creative implementation of advertising creativity is creatively completed. The thesis puts forward the idea of improving the effect of advertising creativity, seeking psychological theory support for advertising creativity, and promoting the object and method of advertising creative implementation.
【作者单位】：阜阳师范学院信息工程学院;
【基金】：阜阳师范学院校级项目:设计竞赛视角下的广告设计课程资源开发(2015MTYSJ05)
【分类号】：F713.8

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