广告创意中的心理策略其实质就是说服策略,说服本质上一种沟通方式,是通过有效的信息诉求改变消费者头脑中已形成的某种认知,促使形成新的认知并由此改变人们的行为。一个完美的广告策划一定是基于广告沟通与说服过程的认识。广告心理学认为,广告沟通与四个要素,即信息源、信息、媒体和接受者紧密关联。而受众通过广告信息 The essence of the psychological strategy in creative advertising is to persuade the tactic to persuade the essence of a way of communication is to change some of the cognitive that has been formed in the mind of consumers through effective information appeal to promote the formation of new cognitive and thus change people the behavior of. A perfect advertising plan must be based on the understanding of advertising communication and persuasion process. Advertising psychology that advertising communication and the four elements, namely sources of information, information, media and recipients are closely linked. The audience through advertising information