增强广告效果的策略─—谈引起注意

本文根据消费者进行消费的五个心理活动阶段─—注意、兴趣、欲望、记忆、行动．论述第一阶段─—引起注意在广告中的重要性，从心理学的角度分析，指出“引起注意”是广告收到消费这一效果的最基本、最关键的一个阶段．在此基础上，运用实例和理论分析详细论述了“引起注意”的五种方法；即强化刺激、扩大广告空间、一反常态、集中贯注及游动捕捉的做法．

TACTICS FOR INCREASING ADVERTISEMENT EFFECT -TO TALK ABOUT CAUSING ATTENTION

and Action in turn) of the consumers when they consume goods,thiS paper probes intoimportance of the first stage (that is,to cause attention) to advertisement. From thestandpoint of psychology,the writer analyses it and points out that to cause attention isthe basic and key stage which affects advertisement to guide the consumption. On thebasis of above discussion .this paper probes into the five wade of causing' attention in detail by examples and theory. They are the first,strengthening irritation,the second,expanding the space of advertisement,the third,changing the normal state,th. forth concentrating centrally and the fifth,catching movably'