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观察香港广告的表达和诉求,有一个明显特征,就是突出的“以人为本”。香港广告往往自觉站在消费者的立场,活化消费者的需求,抒展消费者的心态,调度消费者的欢愉,激发消费者的共鸣,促进与消费者的互动。总之,广告以消费者为中心,以人性化表述为重要手法,把市场主角的激情充分调动起来,从而有效促成需求欲望转化为购买行为。
Observe the expression and appeal of Hong Kong ads, there is a clear characteristic, that is, prominent “people-oriented ”. Advertising in Hong Kong often conscientiously stands in the position of consumers, activating the needs of consumers, expressing the mentality of consumers, scheduling the joy of consumers, stimulating the resonance of consumers and promoting the interaction with consumers. In short, the consumer-centered advertising, humanistic representation as an important method to fully mobilize the passion of the protagonist, thus effectively contributing to the desire to desire into buying behavior.