Kev tshaj tawm tau dhau los hauv peb lub neej tias thaum twg peb xav tias nws tau tawg mus rau hauv nws, zoo li ntsev hauv dej. Thiab peb tau kawm tsis tau mus tom ntej advertising tricks, filtering lawv nyob rau theem subconscious. Tab sis qhov zoo heev nyiaj siv rau advertising tuam txhab, ua tim khawv rau cov lus rov. Lub tswv yim ntawm kev xaav thiab kev cuam tshuam ntawm kev tshaj tawm yog tias nws tseem ua rau peb lub neej zoo thiab peb cov kev xaiv.
Advertising nyob rau hauv cov nqe lus ntawm psychology
Psychology ntawm kev tshaj tawm pib kawm ua ib qho kev ywj pheej ntawm kev lag luam kev lag luam thaum pib ntawm lub xyoo pua xeem. Los ntawm tam sim no nws tau crystallized mus rau hauv ib qho chaw cais ntawm kev sib tham txog kev noj qab haus huv kev tshawb fawb, uas tuaj yeem raug vim muaj kev dav dua - "neeg txawj xav." Peb txhua tus yuav tau kawm ntxiv, kom thiaj li paub tshiab thiab tshiab cov qauv ntawm kev ua haujlwm.
Yog li ntawd, dab tsi yog qhov essence ntawm xws li ib tug phenomenon raws li advertising los ntawm lub point ntawm saib ntawm psychologists. Hauv ib qho yooj yim, seemingly qhov tseeb - lub cajmeem kev pabcuam rau qee cov kev pabcuam. Xaiv ib qho khoom, koj yuav tsis xav tias koj txhais tes mus rau nws kiag li tsis yog kev sib tsoo. Advertising ua nws txoj hauj lwm, tsis hais seb koj puas xav los yog tsis. Ntawm chav kawm, peb tham txog high-quality advertising.
Lub tswv yim ntawm tus neeg tau txais kev pab los ntawm kev tshaj tawm txog advertising yog yooj yim - peb tsis kam ntseeg tias peb raug coj. Tej zaum ntau cov yeeb yaj duab zoo li peb tsis pom zoo, tab sis niaj hnub tshaj tawm tsis tuaj yeem rov hais dua ntxiv rau cov tswv yim. Es, advertisers tab tom nrhiav ib qhov tseem ceeb rau peb qhov kev xav thiab kev xav zoo.
Psychology ntawm kev siab xav hauv advertising
Lub neej hauv txhua lub sijhawm, peb, ib txoj hauv kev los sis lwm qhov, txhua lub sijhawm ua qhov kev xav tau ntau yam khoom thiab kev pabcuam. Kev txhib siab rau qee qhov kev ua si (hauv peb lub rooj sib hais - yuav khoom) thiab yog kev txhawb nqa . Peb txhawb peb li cas?
Ua ntej tshaj plaws, qhov kev xav ntawm kev txhawb siab hauv kev tshaj tawm hauv kev lag luam yog yuav luag txhua tus raws li tus qauv ntawm kev xav tau tsim los ntawm American A. Maslow:
- cov kev xav tau yooj yim nrog rau kev txheeb raws roj ntsha;
- xav tau kev ruaj ntseg thiab tsis muaj kev ntshai rau cov neeg hlub;
- kev xav tau kev pab (ua ntej ntawm tag nrho - kev xav tau kev hlub thiab kev hlub);
- qhov kev xav tau ntawm kev pom zoo hauv zej zog;
- qhov kev xav tau rau tus kheej kev paub.
Qhov kev to taub tshaj plaws hauv kev xav ntawm kev tshaj tawm txog kev sib raug zoo yog qhov tshaj tawm ntawm qhov tseem ceeb. Yuav luag tag nrho cov qauv ntawm kev siab xav ua si hauv nws, qee zaum - los qhia nws cov tsis zoo sab.
Tab sis tsis yog ib txwm lub motivation yog pob tshab. Yog li, piv txwv li, kev tuav pov hwm kev tshaj tawm tsis tuaj yeem siv cov kev ruaj ntseg, tab sis cov duab ntawm kev pom zoo hauv zej tsoom los yog qhov muaj siab rau kev paub txog tus kheej. Kev tshawb nrhiav qhov tsim nyog (zoo) kev txhawb siab yog ib qho ntawm cov teeb meem ntawm kev kawm advertising hauv kev xav.
Nrig txog kev pom ntawm kev tshaj tawm
Sab nraum zoov advertising tau tshwm sim rau ib ntev lub sij hawm, thiab cov hau kev ntawm nws lub zog rau peb kuj paub. Cov advertisers paub tias peb pom tau tias pom txog 83% ntawm cov ntaub ntawv, thiab nco ntsoov ob zaug. Tsis txhob xav tias plaub caug feem pua yog cov xim. Cov kws paub tshwj xeeb paub cov kev xav ntawm kev lag luam sab nrauv, thiab siv txhua yam los ua kom peb nco qab txog qhov tseem ceeb tshaj plaws. Psychology ntawm sab nraum zoov advertising (ntawm no koj tuaj yeem muaj kev tshaj tawm hauv Internet thiab luam tawm) yog tias cov koom haum ua lag luam yog cov ua tiav los ntawm ntau yam (cov duab, cov ntawv sau, thiab lwm yam). Tus essence ntawm cov ntawv nyeem peb tab tom nrhiav rau saum toj ntawm daim duab, nyob rau sab laug ces. Cov lus teb thiab cov lus xaus yog zoo dua hauv qab los yog rau sab xis ntawm nqe lus nug tseem ceeb. Ob qho xim kev txiav txim siab thiab qhov kev xaav tau yog qhov tseem ceeb (lub foreground yog pom tau tias ua ntej qab), thiab peb lub hlwb pom cov duab loj thiab ci zog ntawm cov duab sai dua me ntsis. Txawm li cas los xij, lub yav tas los tseem tsis nyob tsis muaj kev tu ncua, lawv tsuas yog "ua tiav" ntawm theem qis dua. Hauv kev tawm tswv yim, qhov tswv yim tseem ceeb yog pom meej rau peb kom meej meej - hu nkauj tawm nws qhov siab, qhov siab, ci ntsa iab xim lossis teeb pom kev zoo.
Psychology ntawm advertising hauv TV
Kev tshaj tawm hauv TV tsis yog vim tsis muaj laj thawj ntawm ib qho tseem ceeb - tsis zoo li sab nraum zoov advertising, nws muaj ib qho zoo. Daim duab no ua tau rau hauv kev ntseeg, lub suab ntxiv rau qhov pom kev pom. Tsis tas li ntawd, tus neeg teb xov xwm xaiv lub sij hawm uas raug rau cov neeg muaj peev xwm. Yog li ntawd, ntawm qhov sib tw ntawm football koj tuaj yeem tau qheb kev lom dej haus dej haus cawv, thiab nyob nruab nrab ntawm cov poj niam - ib qho ciaj ciam rau chav ua noj. Tsis txhob hnov qab tias kev tshaj tawm hauv TV, peb pom tsis yog thaum muaj kev so lag luam: cov cim thaum lub sij hawm hloov screensaver, cov npe ntau hom hauv cov yeeb yaj kiab thiab cov kauj ruam -
Ib qho tseem ceeb hauv kev ua si yog ua si los ntawm kev ua haujlwm ntev. Txheem yeeb yaj kiab tas ib feeb, tab sis cov kws txawj hais tias peb txaus siab txais cov neeg tsis raws li kev cai ntev npaum li kev tshaj tawm. Ib qho luv luv, nrov tawm xov xwm lossis ib qho yeeb yaj kiab uas zoo nkauj tau ntev ob feeb, pom tias yuav luag yog ib zaj dab neeg luv luv yuav muaj kev ntxim siab puas siab ntsws.
Tsis muaj teeb meem npaum li cas feem ntau koj raug kev tsim txom los ntawm advertising, sim lees txais qhov tseeb tias nws muaj thiab feem cuam yog inevitable. Zoo li txoj kev txhim kho ua rau qhov tseeb tias qhov kev nthuav tawm ua nthuav dav dua.