广告，不仅是一种塑造企业形象，介绍产品质量，指导消费的商品信息，而且是一门综合性的学问，是一种品位很高的艺术形式。好的广告不仅给人提供商品信息，叫人增长知识，而且给人以美的享受。因此，广告策划者必须研究消费者心理，针对不同商品，不同消费现象和观众的心态去 Advertising is not only a kind of art information that shapes the corporate image, introduces product quality, and guides consumption. It is also a comprehensive knowledge and a high quality art form. Good advertisements not only provide people with information about goods, increase people’s knowledge, but also give people a beautiful enjoyment. Therefore, advertising planners must study the psychology of consumers, aiming at different products, different consumption phenomena and the attitude of the audience.