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感觉防卫就是“人运用感觉系统来避免威胁性刺激的一种心理过程”。1“感觉防卫是一种抑制形式,用以防止不愉快的情境变成有意识的现实。”2一、广告中的感觉防卫现象广告分商业广告和公益广告两种。商业广告是为了引起消费者注意,了解商品,唤起需求最后付诸购买行动;公益广告的对象是媒介受众,“它侧重对受众的道德规范、行为准则的引导和约束,所以,在形象上的展示以动情的劝诫为主,用真诚生动的语言,使人们充分认识公益事业与公民自身利益的密切关系,从而产生并加强维护公益事业的自觉意识和自觉行动。”两类广告作用于受众心理的过程可以用下图表示:如果广告在作用于受众心理的过程中,使受众产生了感觉防卫,发那么广告在引起受众注意后就不可能再深入下一环节,自然不可能产生好的效果,广告也失去了其广而告之的意义。
Feeling of defense is “people use the feeling system to avoid the threat of a psychological process ”. 1 “Sensory defense is a form of suppression that prevents unpleasant situations from becoming conscious realities.” 2. First, the sensory defense phenomenon in advertisements is classified into commercial advertisements and public service announcements. Commercial advertising is to attract the attention of consumers, to understand the goods, evoking the needs of the final purchase action; public service ads for the media audience, “It focuses on the audience’s moral norms, guidelines and constraints, so the image Of the show to passionate exhortation of the main, with a lively and vivid language, so that people fully understand the public welfare and the close relationship between the interests of their own citizens, resulting in and strengthen the maintenance of public welfare conscious and conscious action. ”Two kinds of ads on the role of Audience psychology process can use the following diagram shows: If the ads in the role of audience psychology in the process, so that the audience had a sense of defense, then the ads in the audience’s attention it is impossible to go deeper into the next step, naturally impossible to produce good The effect, advertising has lost its meaning of advertising.