摘要
常为忽略的对广告接受行为影响甚深的受众心境的机制与特质及其规律,颇值得研究。酿造一个良好的接受心境要素,是广告效果优化的有效途径。而应对并弱化受众厌恶的出现,是策划、设计、发布广告的一种现代广告战略的考量。
In the studies of advertising acceptability behaviorism, one of the most influential area is related to audiences＇ response, of which the mechanism, property and principle are worth well scrutinizing. An effective channel to optimize the result of an advertisement depends on the creativity of a favorable condition to arouse audiences＇ positive reaction. Therefore, how to tackle the problem and minimize the negative response has become one of the considerations in the course of an advertisement＇s planning, desianina and releasing.
出处
《中国广告》
2008年第2期63-65,共3页
China Advertising
关键词
广告受众
心境
酿造
厌恶
应策
audience response negative reaction counter-measures
