本文是从消费者追求形象心理来分析广告是如何运用消费者这一心理来进行广告的。广告越来越多的影响着人们的消费观念和购买行为,因此,要提高广告的效应就必须深入研究和认识消费者的心理状态。经济社会的发展与对时尚与文化的追求使许多人开始注重自己的形象,提高自己的品味,时尚与品位慢慢改变着消费者的消费观念与购买行为,利用追求心理形象的心理进行广告定位成为一种方式。 This article is from the consumer’s pursuit of image psychology to analyze how advertisements use the consumer’s psychology to advertise. More and more advertisements influence people’s consumption concepts and purchasing behaviors. Therefore, to improve the effectiveness of advertisements, it is necessary to thoroughly study and understand the psychological status of consumers. The economic and social development and the pursuit of fashion and culture have led many people to begin to pay attention to their own image and improve their own tastes. Fashion and taste gradually change the consumer’s consumption concepts and purchasing behavior, and use the psychology of the pursuit of psychological image to conduct advertising positioning. Become a way.