Psychology ntawm advertising: txoj kev thiab lub hom phiaj ntawm tib neeg raug tus kab mob

Advertising yog tag nrho cov nyob ib ncig ntawm peb: peb pom ntau yam yeeb yaj duab rau TV, nyob rau hauv Internet, nyob rau hauv txoj kev. Muaj ntau ntau yam ntawm nws, thiab feem ntau lawv yog txhoj puab heev xwm ntawm cov nyhuv rau lub siab thiab tus phem tshaj plaws - rau cov tib neeg subconscious. Psychology ntawm advertising yog tsim thiab xav tias tawm mus rau lub me tshaj kom meej, vim hais tias lub hom phiaj caum los ntawm cov creators ntawm nws - mus kom ib tug nkag siab ntawm qhov yuav tsum tau rau cov khoom thiab muag ntau cov ntawv luam ntawm nws.

Yog vim li cas advertising?

Tsim nyob rau hauv thiaj li yuav ua cov khoom nrov ntawm cov masses thiab los tsim ib tug nkag siab ntawm kev xav tau rau nws, txawm yog hais tias muaj yog tsis muaj lub hom phiaj rau thaj av. Nws raws li cov psychology ntawm advertising: mus kom. Realization hard sell los nyob rau hauv ntau txoj kev, tab sis tag nrho cov ntawm lawv yog raws li nyob rau kev siv ntawm tej kev qaug zog. Qhov no yuav tsum tau kev paub zoo txog cov puas siab puas ntsws, raws li zoo raws li cov kev cai cov tub ntxhais ntaub ntawv nruab nrab nyob rau hauv uas advertising khoom cov ntaub ntawv yuav muab faib.

Psychology ntawm xaav ntawm advertising

Muaj ob peb yam yooj yim puas siab puas ntsws tswv yim uas advertisers siv mus thab muag khoom zoo dab tsi: cov kev pab cuam los yog cov khoom. Ntawm cov hoob kawm, cov kev nyob ntawm seb cov kev pab los ntawm cov uas nws yuav thov: TV, internet los yog sau xov xwm. Txawm li cas los, tag nrho lawv muaj ntau nta, uas peb piav qhia txog nram qab no.

1. Cov hloov yuav tsum tau. Ntawm no yog lub psychology ntawm advertising yog teem rau ib yam dab tsi rau impress cov neeg uas nws yog yuav ib tug tej yam khoom, nws tau txais ib yam dab tsi ntau nqi hais tias nws yog feem ntau tsis yooj yim sua kom tau. Piv txwv li, lub keeb kwm ntawm advertising nyob rau hauv rooj plaub thaum twg ib tug xov tooj lub tuam txhab, advertising xov tooj qauv, tau muab piv nws purchase nrog tus tshaaj ntawm warmth tsev neeg. Nws ntsia ib yam dab tsi zoo li no: yog ib tug poj niam nrog ib tug xov tooj uas twb tham tsis tau thiab luag. Ces nws dai thiab qhwv nyob rau hauv ib tug mos mos daim pam los mus ua kom zoo siab thiab kev thaj yeeb kev qhia. Qhov no yog ua raws li los ntawm ib tug dub keeb kwm yav dhau, uas yog tseem ceeb kab lus, dai kom zoo nkauj nrog dawb "qauv lub npe - xav tias warmth ntawm ze." Yog li, nws hloov tawm hais tias nrog rau cov xov tooj tibneeg yuav khoom thiab warmth, txawm tias qhov no yog nyob ntawm yeem. Distortion ntawm kev muaj tiag - lub ntsiab keeb ntawm tej advertising.
2. Account tshwj xeeb kab lis kev cai thiab kev cai. Cov khoom ua tseeb thiab yuav tsum tau los ntawm cov neeg, nws yuav ua rau advertising li ntawd cov neeg tuaj saib tsis xav tias nws foreignness. Piv txwv li, yog kua txiv advertisement nyob rau hauv uas cov me nyuam ua si nyob rau hauv lub zos, tau mus xyuas nws pog. Lawv dua lub txiv hmab txiv ntoo ntawm tsob ntoo, thiab niam tais, khoom lawv nrog kua txiv. Lub yees duab siv kev cai hais: ib lub qauv rau lub tsho pog, laj kab ncig ntawm lub tsev. Tag nrho cov ntsiab yog xam qhovkev rau peb kab lis kev cai thiab pom lawv, cov neeg tuaj saib looj hlias txais cov khoom.
3. Cov kev sib raug zoo ntawm cov khoom thiab cov kev raws li txoj cai. Feem ntau nyob rau hauv advertising qha ib qhov teeb meem nyob rau hauv uas ib tug neeg tom qab lub tshaaj ntawm lub advertised kwv yog hloov mus rau hauv ib tug kev sib raug zoo nam: muaj ib tug ua qauv qhia kev hwm rau nws los ntawm lwm tus neeg, thiab tej zaum kuj txawm pe hawm Vajtswv. Piv txwv li, ib tug advertising deodorant rau cov txiv neej, qhov no yog qhia raws li nram no: ua ntej, poj niam tsis them sai sai mus rau lub txiv leej tub, tab sis tom qab nws tau siv cov khoom, lawv thov kom nws mus nrog lawv nyob. Ntawm cov hoob kawm, nyob rau hauv lub neej tiag tiag no tsis tshwm sim, thiab tsis muaj leej twg ntawm cov khoom yog tsis muaj peev xwm hloov lub social raws li txoj cai ntawm tus neeg.

Tej yam uas advertising rau tus neeg

Commercials aggressively ua rau lub ras thiab subconscious tib neeg shocking dluab, kaj xim thiab npaj txhij txog zaj dab neeg. Psychology ntawm advertising raws li nyob rau hauv lub fact yuav ua rau cov khoom coj thiab next rau no tej ib lub koom haum nyob rau hauv lub minds ntawm lub masses. Qhov no yog los xyuas kom meej tias ib tug neeg ntes tau nyob rau hauv ib tug tej yam teeb meem no, recalled cov khoom. Piv txwv li, dej haus feem ntau yog tshaj tawm hauv xov commercials ua ntej lub caij ntuj sov rau lub caij. Lub ib thooj ntawm lawv muaj ib zaj dab neeg: ib tug txiv neej yog, tus kub huab cua hnav tawm, thiab ces nws muaj ib tug chilled dej haus, uas "tej yam" los ntawm lub tshav kub.

Advertising, nyob rau hauv tas li ntawd mus rau tsim ntawm associative kev sib txuas, tsim nyob rau hauv lub siab ntawm stereotyped xav, los ntawm cov uas nws imposes ib tug huab xav tau qhov khoom. Piv txwv li, ua ntej mus rau lub tsev lag luam ntawm anti-cellulite cream thiab advertising, ob peb cov neeg xav tias qhov no feature ntawm tus poj niam lub cev yog ib qho teeb meem. Tab sis lub thoob plaws ua qauv qhia ntawm shapely poj niam lub cev tsim ib tug tshiab stereotype: cellulite - nws yog phem, lub nyhav ntxiv - nws yog dab tuag, txawm lub fact tias ntau tus txiv neej tsis nyiam ib yam nkaus thiab nyias cov poj niam.