广告心理效果

广告心理效果评价实证研究&小天鹅洗衣机电视广告大学生受众心理分析

Effectiveness of " Little Swan " washer TV commercial : an empirical study

不同类型广告心理效果的性别差异研究

A Research on the Gender Differences of the Psychological Effect of Different Type of Advertisements

网络广告心理效果评价是推进网络广告发展的重要因素。

The appraisement of online advertising psychological effect is an important factor pushing online advertising development .

但对于广告心理效果测评的目的而言，大多数方法都存在一定的问题。

But as to our objective of mental effects evaluation , these methods have some problems more or less .

而现代经济生活的发展也对广告心理效果测评工作提出了新的挑战。

Moreover , the development of today 's business world has brought new challenges to the evaluation of advertising mental effects .

然后探讨了广告心理效果研究的发展起源，指出广告心理研究是广告效果研究中一个关键的要素。

Further , we introduce the source of advertising psychology research , pointing out that this is an essential aspect of advertising effects .

我们将广告心理效果与传播效果、行为效果进行比较，说明心理效果测评对于广告主的重要意义。

And we compare advertising mental effects with communication effects and behavioral effects , demonstrating its importance to companies who want to evaluate their advertising campaigns .

为了说明构建广告心理效果测评模型的必要性和重要性，我们介绍了过去及现有实践中的各种广告心理效果测评方法。

In order to demonstrate the need and importance to develop models to evaluate advertising mental effects , we make a particular introduction to various kinds of evaluation methods in practice , before and currently .

本文首先在广告心理效果评价中应用比较典型的Edward.K.Strong五阶段模型的基础上，结合服饰广告的特点，增加品牌效果的评价内容，形成完整的服饰平面广告效果评价模型。

K. Strong five stages model which applied in advertising psychological evaluation typical and combining the characteristics of apparel advertising , increase brand effect of evaluation content , form the complete fashion print advertising effectiveness evaluation model .

本文主要研究广告的心理效果和销售效果。

This paper mainly focuses on the mental effects and economical effects .

本研究通过一系列实验探讨了各种类型广告在不同性别的广告受众面前所表现出的广告心理效果。

In this article , we compared different effect of advertisement for male and female audiences through a series of experiments .

之后，我们介绍了学术界对于广告效果进行的各种类型的研究，包括一系列广告心理效果测评模型。

Then we introduce kinds of research aiming at advertising effects in academic , among these are a series of mental effects evaluation models .

通过实验二我们发现，当广告形象代言人性别、商品性别化倾向及广告受众性别一致时可以获得最佳广告心理效果；

The second experiment showed that : when the sex of the image representative in an advertisement is in conformity with the gender orientation of the commodity and the gender of the testee , the advertisement can achieve the best psychological effect .

第二部分是网络广告的效果测评的分类，阐述了网络广告效果评估的原则，网络广告效果评估的内容及指标，网络广告心理效果测评指标的分类，影响广告效果测评的不利因素；

The second section classifies all kinds of assessments on different Internet advertisements ' effect , discussing the basic principles , the contents and the index for such classification , and how to sort the evaluations of psychological influence on consumers , pointing out some unfavorable factors .