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Advertising Design and the Research about Consumer Psychology

Author: XuMingJun
Tutor: ZhangGuoBin
School: Anhui University of Engineering
Course: Art of Design
Keywords: Advertising creative Consumer psychology Consumer Motivation People-oriented Social and cultural
CLC: F713.8
Type: Master's thesis
Year: 2011
Downloads: 451
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Abstract

The twenty-first century, the pace of modern society to accelerate the extraordinary amount of information, advertising as a powerful propaganda profound impact on our lives, aesthetic and consumption. Modern advertising more and more information, the fight on the the advertising audience's attention to more and more intense, and every day people are surrounded by many various advertising. Advertising creativity and its mode of transmission is lack of performance, then, will not cause for concern, not to bring any benefits to the enterprise. Outstanding advertising always gives a fresh feeling, given the infinite vitality. As Coca-Cola advertising, over the past century, continued to emerge, continue to inject new creativity, Coca-Cola to become the people's hearts forever. The same time, consumers in advertising provides consumer guidance, through advertising consumers can choose all kinds of daily necessities they need, and these are the means of choice of the information provided by the ad. Advertising, there is an important function is to stimulate consumers' personal consumption. Advertising consecutive, is constantly stimulate the consumer consumer interest and material desires, causing the consumer's desire to buy, and thus contributed to the buying behavior. In the context of modern powerful media publicity, advertising industry, the rapid development of became important propaganda force. Whether we look at the TV show, to the cinema to watch a movie, or surf the Internet, and can see the ad. In modern advertising more and more, the fight on the the advertising audience's attention to more and more intense. Each day there are a wide variety of advertising surrounded and awareness noted that only a dozen to enter the minds of advertising. Only enter the consciousness level of advertising is valuable to be able to affect the consumer. Modern advertising has the basic necessities of people's lives in a very important factor in the purchase of life products, consumer goods when the general will choose those ads, branded products, these products so that consumers feel assured, reliable quality. Therefore, advertising must combine the products and markets, consumer psychology in order to better achieve the purpose of advertising. Today's advertising industry is trying to make the material consumption into a feeling of consumer, consumer lifestyle and attitude towards life. The ads undoubtedly leading the consumer culture, the symbolic significance and symbolic value of a variety of brand name products are often more than the value of the kind of use. People in various illusory image, is the desire to find backing and the end result, and the replacement to the endless consumer behavior. The topics designed to study consumer advertising creative perspective what motivated drive to buy goods, and then explore how this purchase motivation lead to design creative, to tap the potential buyers. Advertising and promotion of the artistic and entertaining, meet consumer psychological aesthetic needs, many campaigns show that only with a strong artistic and expressive advertising was relatively easy to cause the attention and interest of consumers, play a guiding consumer role. Do research before inspection rigorous attitude at all times a lot about creative design, advertising, target market analysis, consumer psychology literature, comparing the performance of different creative practices in the different age advertising design, also through the analysis of the course of development of the advertising, creative interpretation of modern advertising design performance impact on consumers. We grasp the theoretical basis for a lot of preparation, combined with the background of the development of the times, truly the theory and practice of combining dialysis advertising creative design reflected in the market value. Many factors need to be considered in the commercials creative process, which is particularly important for research and analysis of consumer psychology. Only by understanding the consumer psychology to practical methods and strategies for targeted campaigns, produce and consumer goods in the campaign process, to pay attention, arouse interest, enhance memory, and stimulate the desire to buy encourage consumers to take expeditious purchase action. In the buying process, advertising persuasion guide for different consumer groups, level of education, social level. Therefore, consumer psychology in advertising design will be a long-term work. Consumers make a purchase of goods of this action is not only a mental process, but also a process of thinking is an act sensibly after understanding and thinking. Then the consumer before the purchase of goods, how to think about and understanding of the commodity? Which law? Discussion below will make further answer. I hope this article on innovation in the creative design design elements, as well as consumer purchase motivations initiator friends like print ads designed to provide some reference. In future research on the road, I will continue to maintain a love of design print ads, tireless study the expression of creative thinking in the print ad design, design a clear, well-structured, deeply moving print ad design, with creativity to break on the reader visual constancy \

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