广告所希望起到的作用是,通过影响消费者的心理,让消费者自愿自觉地购买产品。广告心理学即是对广告所努力去影响的那些人的心理进行系统研究的一门学科。在离开霍普金斯大学之后,行为主义心理学创始人华生加入了世界上最大的广告公司——智威汤逊。华生认为,广告要起作用,应该利用爱、恐惧和愤怒这三种先天情绪。华生还倡导将客观的科学方法应用于广告。此外,华生还率先将名人推荐用于广告中。在华生之前,三位心理学家对 Advertising is expected to play a role is to influence the consumer’s psychology, so that consumers voluntarily buy products. Advertising psychology is a discipline that systematically studies the psychology of those who are struggling to influence advertising. After leaving Hopkins, Watson, the founder of Behavioral Psychology, joins JWT, the world’s largest advertising agency. Watson believes that advertising should work and that the three innate emotions of love, fear and anger should be used. Watson also advocates the application of objective scientific methods to advertising. In addition, Watson is also the first celebrity recommended for advertising. Before Watson, three psychologists right