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1、 Advertisement design effect on consumer CONTENTS I Introduction 1 II Advertising strategy of appealing and attention 1 III Brand Design 2 IV Advertisement design effect on consumer——Coca-Cola in China 2 Conclusion 4 References 5 Acknowledgements 6 摘 要 任何心理活動(dòng)都有其發(fā)生、發(fā)展的過程。消費(fèi)者對(duì)廣告接受的心

2、理活動(dòng)也有其發(fā)生、發(fā)展的過程。要實(shí)施廣告的設(shè)計(jì)戰(zhàn)略，必須了解廣告設(shè)計(jì)作用于消費(fèi)者的心理機(jī)制。要了解廣告的設(shè)計(jì)如何對(duì)消費(fèi)者生影響，就要先從消費(fèi)者的角度入手，研究消費(fèi)者對(duì)產(chǎn)品的態(tài)度是如何形成和改變的，消費(fèi)者的不同個(gè)性和自我概念是如何影響其消費(fèi)心理和行為的，以及消費(fèi)者在購(gòu)買商品時(shí)的決策過程等。根據(jù)這些信息有針對(duì)性地實(shí)施廣告設(shè)計(jì)戰(zhàn)略，才能贏根本的勝利。 關(guān)鍵字：廣告設(shè)計(jì)，消費(fèi)者，影響，消費(fèi)心理與行為 Abstract Any consumer activity has its place, the development process. Consumer acceptan

3、ce of the psychology of advertising design also has its 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

4、 consumers point of starting to study the attitude of the 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

5、 to the information to implement targeted advertising design strategy to win the essential victory. Key words: advertising design ，consumer ，impact ，consumption psychology and behavior I Introduction Advertising design in modern social life, plays

6、a very important role. It has long transcended its advertised function and communicate information, more of a 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 hav

7、e been some personalized advertising media, such as hair advertising, behavioral advertising, they appear in peoples 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 sta

8、rt from the brief history of advertising in order to allow learners to deeply understand the evolution of advertising 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 atten

9、tion As the advertising popular saying: people that start to notice your ad, it means that your products sell out half. 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 watch

10、ing television ads, thinking the information provided in the literature, etc., and advertising design has a great relationship. 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 informatio

11、n b、 Novel and unique form of advertising c、 Reduce information variance d、 Using the language characteristics of memory III Brand Design Design is the visual appeal for the media business, the brand concept, cultural identity. Services, code of conduct and other abstract concepts, through

12、organized, systematic, identification of the unity of design, into easily absorbed by the public of visual symbols, to express the brand message means of identification. Advertising design is the objective basis for brand management, customer willing to accept if no external visual image of the bran

13、d, it is impossible to guide customers through the purchase of products, calibration of goods to the overall perception of the brand positioning and customer benefits, brand operations and therefore meaningless. Brand design principles are as the following: a、 Simple and eye-catching, easy to read

14、and easy to remember... b、 Avoid duplication c、 Name and logo are Mutual Coordination d、 Respect for the customs e、 Good-looking and full of personality the word graph IV Advertisement design effect on consumer——Coca-Cola in China "Always Coca-Cola"slogan, the red circle, flower body desi

15、gn, 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 similar message, reflecting the same information. It is also designed based on this ad, Coca-Cola was lead to the rapid development and gain

16、 a great return. 朗讀 顯示對(duì)應(yīng)的拉丁字符的拼音 字典 1. 名詞 1. reason 2. cause 2. 動(dòng)詞 1. follow 2. leave smth. to smb. 3. 介詞 1. by 2. from 3. to 4. due to 5. per 6. because of 4. 短語 1. It is for ... to It can be seen from the above, consumers intentionally or unintentionally, are subject to

17、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 significant role. Consumers want to catch the attention of advertising design to increase the intensity of t

18、he product purchased, is an essential factor in advertising . Conclusion In 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 sa

19、les, 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 First of all, I would like to extend

20、my sincere gratitude to my supervisor, for her instructive advice and useful suggestions on my thesis. I am deeply grateful of her help in the completion of this thesis. High tribute shall be paid to Miss Chen, whose profound knowledge of English triggers my love for this beautiful language and who

21、se earnest attitude tells me how to learn English. I am also deeply indebted to all the other tutors and teachers in Translation Studies for their direct and indirect help to me. Special thanks should go to my friends who have put considerable time and effort into their comments on the draft. Finally, I am indebted to my parents for their continuous support and encouragement.