摘要
在广告传播活动中 ,广告代言人说服广告受众的心理基础 :一是代言形象的可信度、吸引力 ;二是代言形象的社会心理认定。广告代言在与受众交流的过程中 ,一是所扮演的角色必须匹配 ;二是要实现其心理价值的转移。广告代言有可能出现心理负效应 。
In advertisement Spreading, the advertisement prolocutor makes the public believe the advertisement on two psychological bases:the reliability and attraction of the prolocutor's image,and the social psychological identification of the image. The role that the prolocutor plays must be agreeable and the prolocutor must realize the transfer of his psychological value during his communication with the public acceptors.The prolocutor is supposed to be faced with negative effect in psychology and should cope with it actively.
出处
《江汉大学学报（人文科学版）》
2002年第3期82-86,共5页
Journal of Wuhan Institute of Education
