摘要
受众认知心理与受众文化底蕴具有直接关系,我国优秀传统文化影响着当代人的思想与文化观念形成。广告传播在信息内容编制上必须结合受众群体的一般性文化特征与个性化文化特点来进行有针对性的设计。首先对广告传播与文化之间的同一关系进行阐述,对我国传统文化影响下的受众群体认知心理进行了分析,并对传统文化影响下广告传播针对受众群体心理契合的传播策略进行了研究和探讨。
The cognitive psychology of the audience is directly related to their cultural background, meanwhile, the outstanding traditional culture in China infuences the thoughts and cultural concepts of the current generation. In this sense, the advertisement communication must carry out the targeted design in accordance with the general and personalized cultural characteristics of the audience group when preparing the information contents. This paper, frst elaborates the identical relationship between advertisement and culture, analyzes the cognitive psychology of the audience under the infuence of traditional culture in our country, and explores and discusses the communication strategy of fttingly keeping traditional culture with the audience psychology.
出处
《黑河学院学报》
2017年第10期160-161,共2页
Journal of Heihe University
关键词
传统文化
广告传媒
受众
心理契合
traditional culture
advertising media
the audience
psychological accordance
