【摘要】：目的了解商品對用戶的物理屬性及人格屬性,發(fā)現(xiàn)用戶與商品的關系,探究用戶對商品的物性及人性需求,尋找打動用戶的廣告特點,幫助營銷廣告設計。方法結(jié)合前人研究理論,通過市場調(diào)查,了解用戶對商品物性和人性方面的需求及用戶對廣告的認知看法。結(jié)果了解用戶心中所想和發(fā)現(xiàn)廣告特點才能根據(jù)廣告特點進行營銷廣告設計。結(jié)論經(jīng)濟進步促進了人與物關系的發(fā)展,用戶對商品物性之上的人性產(chǎn)生了強烈需求。廣告作為商品的表現(xiàn)手段,不僅要對商品的物性進行充分的表達,而且還要合理適度地表現(xiàn)商品的人性特質(zhì),商品人性特質(zhì)的表現(xiàn)與廣告特點有對應關系。
[Abstract]:Objective to understand the physical attributes and personality attributes of commodities to users, to find out the relationship between users and commodities, to explore the material and human needs of commodities, to find out the characteristics of advertisements that impress users, and to help the design of marketing advertisements. Methods based on the previous research theory and market survey, we can find out the user's demand for commodity property and human nature, and the user's cognition view on advertisement. Results only by knowing the user's thoughts and finding out the characteristics of the advertisement can we design the advertisement according to the characteristics of the advertisement. Conclusion the economic progress promotes the development of the relationship between human and material, and the user has a strong demand for the human nature above the material property of commodity. Advertising as a means of expression of goods, not only to the material properties of goods to be fully expressed, but also to reasonably and moderately express the human nature of goods, the expression of human nature of goods has a corresponding relationship with the characteristics of advertising.
【作者單位】： 鹽城師范學院;
【基金】：校級科研項目(14YCKW025)
【分類號】：J534.3
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本文編號：2269906