This is another important function of it-guiding purchase. Advertisements often repeat the same content to consumers many times in exactly the same way. It greatly exaggerates the wonderful effect of commodity consumption or purchase, creates a sensational effect by using popular social psychological mechanism, gives consumers an obvious demonstration role, and guides people's consumption and purchase behavior. In the process of guiding purchase, advertisements will inform consumers of the purpose, usage and after-sales service of products, which will reduce customers' doubts and stimulate more consumers to participate in the purchase.
However, advertising is beyond the control of consumers, because the final choice is still in the hands of consumers themselves. Advertising is an information dissemination activity, its greatest advantage is that it can spread information to many consumers at the same time. 1, advertising has a great influence on consumers. First of all, it can attract the attention of consumers to the greatest extent. Advertising gives consumers a certain shock and attraction in a novel and unique way. 2. Secondly, emotional telling is another key link for advertising to impress people. Advertisements impress consumers' psychology by telling their feelings, causing emotional and emotional buzz, and further generating trust in goods or brands on the basis of good feelings. When consumers are moved by advertisements, advertisements will also play another important role-guiding purchases. Advertisements often repeat the same content to consumers many times in exactly the same way. It greatly exaggerates the wonderful effect of commodity consumption or purchase, creates a sensational effect by using popular social psychological mechanism, gives consumers an obvious demonstration role, and guides people's consumption and purchase behavior. In the process of guiding purchase, advertisements will inform consumers of the purpose, usage and after-sales service of products, which will reduce customers' doubts and stimulate more consumers to participate in the purchase. There are countless cases of advertising marketing, and melatonin is the most successful advertising marketing. The positive influence of advertising on consumers
Advertising is an information dissemination activity, and its greatest advantage is that it can spread information to many consumers at the same time.
Advertising has a great influence on consumers. First of all, it can attract the attention of consumers to the greatest extent. Advertising gives consumers a certain shock and attraction in a novel and unique way. For example, the advertising picture of Apple Computer is a "chewed apple", which may make people feel that Apple Computer has the innovative spirit of "preferring death to surrender". In fact, this innovative spirit is the characteristic of Apple Computer. Another example is the slogan "simple but not simple" of Li Lang clothing, which will attract consumers and make them feel the charm of simplicity from "not simple". With attention, it is natural to pay attention to information and let consumers know that information is an important link to achieve the purpose of purchase. Therefore, spreading commodity and brand information to consumers through advertisements can enable consumers to form a cognition of commodities, especially brand image. The message that Changhong brand may spread is that the color of Changhong color TV is particularly good, just like the color of rainbow. For example, Haier brand may spread the message that the sea is blue and blue is cool, which is related to Haier's refrigeration products.
Secondly, emotional telling is another key link for advertising to impress people. Advertisements impress consumers' psychology by telling their feelings, causing emotional and emotional buzz, and further generating trust in goods or brands on the basis of good feelings. The advertisement of SK-II under the famous brand Procter & Gamble is an obvious proof. Its slogan-"Young skin 12 years old" is a wonderful statement that enterprises can find in the advertising industry. At this time, consumers are not considering the compounds on the production line, but the products will bring them a better self-image. Although the evaluation of the brand made by advertisements is somewhat exaggerated, it is important that it represents the voice of consumers to a certain extent, that is, the evaluation of consumers' hearts, so advertising brand communication can be recognized and accepted by consumers. If there is a celebrity endorsement brand they like or admire in the advertising brand communication, the effect will be more significant. Chen Xiaoyi's zinc gluconate oral liquid makes people feel the extension of maternal love, and Liu Xiang's advertisements will make people feel the unity of strength and speed. Therefore, when advertising spreads commodity information and arouses emotions, it will gradually affect consumers' attitudes, persuade consumers to change their original attitudes, and urge consumers to like and buy commodities gradually.
When consumers are moved by advertisements, advertisements will also play another important role-guiding purchases. Advertisements often repeat the same content to consumers many times in exactly the same way. It greatly exaggerates the wonderful effect of commodity consumption or purchase, creates a sensational effect by using popular social psychological mechanism, gives consumers an obvious demonstration role, and guides people's consumption and purchase behavior. In the process of guiding purchase, advertisements will inform consumers of the purpose, usage and after-sales service of products, which will reduce customers' doubts and stimulate more consumers to participate in the purchase.
Therefore, as a merchant's advertisement, in addition to conveying information such as goods, services and ideas to the target market through specific media, we should also pay attention to attracting consumers' attention and guide them emotionally at the same time, forming a * * * sound. In addition, we should treat people with sincerity, not engage in false advertisements and deceive consumers, so as to achieve the ultimate goal of advertising-to impress customers and attract customers to buy.
The influence of advertising on consumers
(1) Fake, false and untrue advertisements harm and mislead consumers.
Although modern advertisements have attached great importance to the forms and skills of expression, shoddy advertisements are still common on the screens of newspapers and magazines, confusing people's hearing and hearing, and the messy vulgar advertisements such as "melatonin" and "covering the middle" are shocking; In order to seek their own interests, a few advertisers do not hesitate to sell their souls and make false and exaggerated advertisements. "Aunt Gong Li incident" shocked and worried all people with conscience! In addition, some creative people lack inspiration, which leads to similar advertising ideas or even serious plagiarism, while others seek novelty and difference unilaterally, resulting in many bad directions and consequences. For example, the advertisement of "Qingzui" buccal tablets in Yangshengtang promotes its products like this: In the advertisement, a girl mysteriously said to a boy of the same age, "Do you want to know the taste of' Qingzui'?" Then he smiled proudly with a "Qingkou" buccal tablet. After the film was broadcast, many people complained about it, because the target audience of the film, teenagers, is in the growing stage, lacking the ability to distinguish right from wrong, curious and easy to imitate blindly. The sexual orientation implied in this advertisement is likely to have a bad influence on teenagers' body and mind. In this regard, we believe that people's concerns are not unreasonable. In addition, gender, age and racial discrimination in some advertisements are still very serious.
(B) the inherent utilitarian nature of advertising brings spiritual pollution to people.
No matter how perfect the advertising form is, its initial motivation and ultimate goal are to promote sales and profits. "Seven-brand suit-a man who makes women feel excited", "Olay, seven days to change the trace of time" and "Youngor-a man should enjoy"-it is these exciting promises that cause people's psychological lack, thus making people lose their judgment and freedom of choice, enslaved and deceived by advertisements, so people are disappointed to find that any kind of expensive cosmetics can't stop people from aging, but can really make the opposite sex feel excited. People began to question the real motivation behind the beautiful melody and clean pictures of advertisements. The inherent utilitarianism of advertising inevitably pollutes people's spiritual life.
(3) The spread of advertising culture is permeated with cultural hegemony.
The most admirable thing about today's advertising culture is that it endows advertising, a brand-new carrier of communication, with the connotation of traditional culture and modern culture, which makes advertising exude cultural meaning and bring meaningful thinking and endless aftertaste. "The more national it is, the more cosmopolitan it is." However, behind this combination, there are hidden worries of cultural hegemony, such as Marlboro cigarette advertisements, which have led thousands of Ma Benteng to show their extensive cowboy culture in the western United States on the land of China. But sometimes this tendency is even more subtle: For example, Procter & Gamble uses China's image spokesperson in its advertisements in order to occupy the China market. Coca-Cola also does as the Romans do, wearing traditional robes and mandarin jackets to pay New Year greetings to China people during the Chinese New Year. Through the surface of these localized advertising phenomena, we still need to realize clearly that what it advocates is still the western life attitude and consumption concept. In order to compete with it, it is absolutely impossible to add national symbols such as yellow land, Ansai waist drum and long dragon torch in advertisements, which really deserves our deep consideration.
The above explains the influence of advertising and advertising culture on people from both positive and negative aspects. Indeed, today's advertising and advertising culture, based on a deep understanding of consumer psychology and local folk customs, can make full use of rational and perceptual demands and make consumers feel kind and cared for. With the help of wisdom and clever advertising culture, it can really bring enlightenment and thinking to people. However, we should also fully realize the negative impact of advertising, so as to awaken people's sense of responsibility and mission in the construction of advertising culture, and also remind advertisers to consider more its social and cultural benefits while considering the commercial benefits of advertising, so that the growing advertising culture can be deeply purified, which can bring consumers a purer sky and become sincere friends for life!
The answer acceptance rate of Prince Sakura: 23.5%; 2008- 10-25 10: 32; I am also an advertiser.
If there are no advertisements in the world, there will be no glory in the world.
If there were no advertisements in the world, there would be no brands in the world.
If there were no advertisements in the world, China would have no future.
If there were no advertisements in the world, the city would be in darkness.
If there were no advertisements in the world, society would never progress.
If there were no advertisements in the world, the times would stop.
Therefore, advertising is essential to society, people and consumers.