摘要
目的了解商品对用户的物理属性及人格属性,发现用户与商品的关系,探究用户对商品的物性及人性需求,寻找打动用户的广告特点,帮助营销广告设计。方法结合前人研究理论,通过市场调查,了解用户对商品物性和人性方面的需求及用户对广告的认知看法。结果了解用户心中所想和发现广告特点才能根据广告特点进行营销广告设计。结论经济进步促进了人与物关系的发展,用户对商品物性之上的人性产生了强烈需求。广告作为商品的表现手段,不仅要对商品的物性进行充分的表达,而且还要合理适度地表现商品的人性特质,商品人性特质的表现与广告特点有对应关系。
In order to understand the cognition of the user＇s mind on the physical attributes and personality attributes of the product, it discovers the relationship between the user and the product, explores the user＇s demand for the physical attributes and personality attributes of the product, founds the characteristics of the marketing advertising, and help the design of marketing advertising. Combined with the theory of predecessors＇ research, through the market survey, it understands the user＇s demand tbr the physical attributes and personality attributes of the product, and discovers the user＇s perception of advertising. To understand the needs of users in mind, looking for the characteristics of advertising can help marketing advertising design. The progress of economy promotes the development of the relationship between the human and material, the user has a strong demand for the personality attributes of the product, the advertising as a means of commodity＇s performance, not only to the physical attributes of commodity to fully express, as well as reasonable moderate performance of personality attributes of the product. The physical attributes and personality attributes of the product is corresponding to the performance of advertising features.
出处
《包装工程》
CAS
CSCD
北大核心
2016年第16期60-63,共4页
Packaging Engineering
基金
校级科研项目(14YCKW025)
关键词
用户需求
产品属性
广告特点
广告表现
user centered design
product attribute
advertising characteristics
advertising performance
