Advertisement design effect on consumers广告英语论文.doc

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1、Advertisement design effect on consumersCONTENTSI Introduction1II Advertising strategy of appealing and attention1III Brand Design2IV Advertisement design effect on consumerCoca-Cola in China2Conclusion4References5Acknowledgements6摘 要任何心理活动都有其发生、发展的过程。消费者对广告接受的心理活动也有其发生、发展的过程。要实施广告的设计战略，必须了解广告设计作用于消

2、费者的心理机制。要了解广告的设计如何对消费者生影响，就要先从消费者的角度入手，研究消费者对产品的态度是如何形成和改变的，消费者的不同个性和自我概念是如何影响其消费心理和行为的，以及消费者在购买商品时的决策过程等。根据这些信息有针对性地实施广告设计战略，才能赢根本的胜利。关键字：广告设计，消费者，影响，消费心理与行为AbstractAny consumer activity has its place, the development process. Consumer acceptance of the psychology of advertising design also has its

3、 place. Development process. Design strategy to implement the ad, you must understand the role of advertising in the consumers psychological mechanism. To understand how the ad is designed to have an impact on consumers, we should start with the consumers point of starting to study the attitude of t

4、he consumer how the product formation and change, consumer self-concept is a different personality and how it affects their consumption Psychology and behavior. When consumers purchase products and affect by product advertising design. According to the information to implement targeted advertising d

5、esign strategy to win the essential victory.Key words: advertising design ，consumer ，impact ，consumption psychology and behaviorI IntroductionAdvertising design in modern social life, plays a very important role. It has long transcended its advertised function and communicate information, more of a

6、cultural heritage has been given a people carrier of meaning. Modern society, more colorful advertising designed to show the human spirit with their social roles. In recent years there have been some personalized advertising media, such as hair advertising, behavioral advertising, they appear in peo

7、ples eyes, as if the persons face, with people on the TV, looking forward to the process of transmitting information, with people thinking communication and resonance. This book mainly start from the brief history of advertising in order to allow learners to deeply understand the evolution of advert

8、ising and its relationship with the current social development, and advertising design in todays position in the social and economic life.II Advertising strategy of appealing and attentionAs the advertising popular saying: people that start to notice your ad, it means that your products sell out hal

9、f. So, from a consumer psychological perspective, advertising can attract the attention of consumers is the psychological basis for its success. If consumers are dedicated to watching television ads, thinking the information provided in the literature, etc., and advertising design has a great relati

10、onship. Therefore, in the design of advertisements to attract the attention of consumers to keep in mind when the following points:a、 Appropriate amount of advertising informationb、 Novel and unique form of advertisingc、 Reduce information varianced、 Using the language characteristics of memoryIII B

11、rand DesignDesign is the visual appeal for the media business, the brand concept, cultural identity. Services, code of conduct and other abstract concepts, through organized, systematic, identification of the unity of design, into easily absorbed by the public of visual symbols, to express the brand

12、 message means of identification. Advertising design is the objective basis for brand management, customer willing to accept if no external visual image of the brand, it is impossible to guide customers through the purchase of products, calibration of goods to the overall perception of the brand pos

13、itioning and customer benefits, brand operations and therefore meaningless. Brand design principles are as the following:a、 Simple and eye-catching, easy to read and easy to remember.b、 Avoid duplicationc、 Name and logo are Mutual Coordinationd、 Respect for the customs e、 Good-looking and full of pe

14、rsonality the word graphIV Advertisement design effect on consumerCoca-Cola in ChinaAlways Coca-Colaslogan, the red circle, flower body design, the unique bottle shape, and the songs used as musical signs. Coca-Cola Always campaign theme derived from many different ads, but each of them contain a si

15、milar message, reflecting the same information. It is also designed based on this ad, Coca-Cola was lead to the rapid development and gain a great return.显示对应的拉丁字符的拼音待添加的隐藏文字内容1字典1. 名词 1. reason2. cause2. 动词 1. follow2. leave smth. to smb.3. 介词 1. by2. from3. to4. due to5. per6. because of4. 短语 1. I

16、t is for . toIt can be seen from the above, consumers intentionally or unintentionally, are subject to advertising design. Before they always have to buy goods online, television and newspapers know about it, then decide whether to buy. Among them, advertising design at this point has played a signi

17、ficant role. Consumers want to catch the attention of advertising design to increase the intensity of the product purchased, is an essential factor in advertising .ConclusionIn summary, we can conclude that: With the social development and economic prosperity. Advertising has become the theme song for the new era. Advertising design is the basis of product sales, is the core of marketing strategy. Therefore, in the advertising strategy to win is to win on the product, but also represent the brand and reputation to win a permanent victory.Acknowledgements