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在商品经济十分发达的今天,广告可谓无时不在,无处不有。有一种夸张的说法:“在美国你随便扔出一件物品都会砸到一个与广告有关的东西。”学者的调查显示,每个美国人每天平均可以接触到1500个广告,但平均只有7个广告真正受到注意。也不是说绝大部分的广告并未起作用,而是消费者对之视而不见,听而不闻。我国的情况虽不致于此,但在广告多得有些泛滥的今天,如何把广告设计得容易引起注意,这是一个非常有现实意义和应用价值的问题,也是我国广告设计中有待改进的问题。我利用普通心理学的有关原理,通过大量的观察和实践,归纳总结了若干切实可行的方法,供读者参考试用。
In today’s highly developed commodity economy, advertising can be described as ever-present and everywhere. There is an exaggeration: “In the United States, if you throw an item casually, you will find something related to advertising.” According to scholars’ surveys, each American has an average of 1,500 ads per day, but on average only Seven ads are really noticed. Nor does it mean that the vast majority of advertisements do not work, but that consumers ignore and ignore them. Although China’s situation is not the case, but today’s advertisements have become more and more flooded today, how to design advertisements to get attention easily, this is a question of great practical significance and application value. It is also a problem to be improved in China’s advertising design. I used the principles of ordinary psychology, through a lot of observation and practice, summed up a number of practical methods for readers to refer to the trial.