广告诉求的心理文化基础

1234AbstractItisgenerallyacceptedthatadvertisingderivedfromoriginality.However,priortheformingofadvertisingoriginalitythereisatheoreticalphaseovertheoriginativeideaanditsformadvertisingappeal.Inthisphasethemakerofadvertisingsetstheinformationdeliveryapproachtowardstheconsumer,andpredictsthefeedbackoftheconsumertowardstheinformationdelivery,thetwoprocessesareunitedundertheconsumer-orientedprinciple,whichhelpstheresearchandpracticeofadvertisingholdtheculturalmindfeaturesoftheconsumer.Thepresenttheoreticalresearchtakesadvertisingappealastheformonly,butpayslittleattentiontothementalculturefoundationhiddenbehinditstheory.Thedefectofthetheoryhasunderminedtheadvertisingpractice,leadingtothefailureofadvertisingappealduetotheignoranceofconsumers'mentalculturefoundation.Therefore,thisthesisgivesananalysisofpsychologicalmechanismandculturalbackgroundfromtheangleofmentalculture.Anditalsowantstoestablishthetheoreticalstatusandacademicvalueofadvertisingappeal.Meanwhile,byclassifyingandevaluatingsometypicaladvertisingcases,thethesismeanstoseekpracticalsupportforitstheoreticalassumption,andcontributetotheformingofprincipleontheadvertisingpracticeinChina.Thesubjectofthisthesisistheadvertisingappealthatisbasedonmentalculture.Thestudybeginsatexplanationoftwodefinitions,advertisingappealandmentalculture.Thethesisclarifiesthetheoreticalbackgroundof5advertisingappealthroughanalyzingthebasictheoreticalmode,thetheoreticalpremiseandsomedefectsofcurrenttheories.Thenthethesiscomparesthecultureofpsychologyandthecultureofmindandbehavior.Anddeducethedualtasksofmental-culture,thisthesisrevertthebasicmeanofmentalculturetoadvertisingappeal.Basedontheaboveexplanationandanalysis,thisthesisfindsthatthemainproblemofthecurrenttheoryaboutadvertisingappealislackingwholeunderstandingtothementalculturefoundationofconsumers.Correspondently,thestudyofthisthesistendstogiveatheoreticalexplanationtoadvertisingappealbasedonmentalculture.Firstly,thisexplanationispsychologicallayerbecauseadvertisingappealmuststrivetofindrationalexplanationoftheconsumers'behaviorfromtheconsumers'psychologicalmechanism,anddeducetheconnectionofdetailedmodesofadvertisingappealandconsumers'psychologicalmechanism.Inadeeperlayer,theexplanationshouldbeculturalsenseandadvertisingappealshouldexplaintheculturalmeanofmindandbehavior,andcatchtheculturalinfluenceontheconsumers'mind.Basedontheanalysisoftheconcepts,thisthesiscarriesoutthetheoreticalanalysesinpoint.Onthelayerofpsychologicalmechanism,thestudydirectsthreepartsofsocialpsychologicalprocess,whicharetheneed,themotivationandtheattitudeoftheconsumers.Analyzingthesethreepartscanlightenthataneffectiveunderstandingtothesocialpsychologicalprocessofadvertisingisthebaseofadvertisingholisticorientation.Onlyifhaveacorrectanalyzingresultonconsumers'need,motivationandattitudeinadvertising,wecandirecttheoriginality,performanceandtechniqueofadvertisingcorrectly.Onthelayerofculturalbackground,itdefinesthe6culturalbackgroundasthesharedactionmodesofagroupofpeoplewhohavethesamehistory,traditionandculturalsystem,andgiveastructureanalysistotheculturaloriginofadvertisingwiththreetypes.Theanalysisnotonlypointsoutthatlocatingacorrectappealingpointunderthespecialhistoricaltraditionofourcountrywilldecidetheinfluenceoftheadvertising,butalsomeansprofoundunderstandingtotheself-reforminginthedevelopmentofcultureandtheachievementsfromabsorbingfromtheexoticcultureshouldmergesomemoderntraitsintotheculturalbackgroundofadvertising.Furthermore,Studyingthecommonbaseofhumanculturecanachievetheexpectedassumptionofadvertisingappeal.Atthesametime,itwillcontributemoreinternationalcommunicationofadvertising.Finally,accordingtotheobjectifiedandpracticalcharacteristicsofadvertisingitself,andalsoaccordingtothepertinenceandreificationofadvertising,theauthorattemptstoverifythetheoreticalhypothesesandthedetailedanalysisoftheabove.Concerningaboutthementalself-identityofadvertising,thisthesisholdsaviewpointthatthementalstatus,andtheapperceivinganddisposaloftheinformationofcustomersaredifferentindifferentphasesofconsumptionbehavior.Itreviewsthephaseofarousingneedcorrespondingtoaffectiveappeal,thephaseofkindlingmotivationcorrespondingtosensibleappeal,thephaseofformingattitudecorrespondingtoimplicitappeal,andintroducessomeclassicaladvertisingcasesintotheoreticalframe.Ontheotherhand,thisthesisconcernsaboutculturalself-identityofconsumers,treatsitasanextensionofculturebackgroundinthepracticalareaofadvertisingappeal.Theaffectiveappeal,thesensibleappealandtheimplicitappealiscorrespondedtocultural7tradition,moderntraitsandculturalcommonnessrespectively.Anditusestheexcellentadvertisingcasesinthesamewaytoperceivethetheoreticalhypothesis.Atthesametime,thisthesisrevealsthecontemporarybackgroundandrealisticmeaningofthisstudythroughtheanalysisofactualmorassandforeignfamousbrand’snativestrategyinChina.Theresearchcombinesthepsychologicalbackground,culturalanalysisandadvertisingtechnologicalideologyandthenattemptstoreconsiderabouttheexistingresearchatawidertheoreticalbackground.Perceivingfromth