从消费者心理需求谈中国广告的创意困境 毕业论文.doc

毕业设计（论文）外文翻译题 目 从消费者心理需求谈中国广告的创意困境 专 业 广告学 班 级 2010级2 班 学 生 王 倩 指导教师 曹 雁 重庆交通大学 2014 年外文原文ABSTRACTPICK TO : Advertising creative is the soul of advertisement. Only good advertising creative can play a good advertising effect. And Chinese consumers have their silence: strange, force, disorderly, god, such as special cultural psychological characteristics, based on these characteristics, this article from the advertising of the uniqueness, artistic, economic efficiency, demonstrative leading, impression depth, etc., put forward the exploratory way of advertising creative, in order to guide the practice of Chinas advertising. KEYWORDS : China Advertising Creative Culture Consumption Psychology Advertising creative advertising people according to the survey, product features, audience psychology and advertising strategy, the best way to express information, create a core theme in art style and artistic conception structure, and to guide the advertising works, in order to achieve the best effect of creative thinking process. Chinese has its unique aesthetic Angle, the doctrine of the mean, elegant, gentle, and embellish, saving face, pay attention to emotional and so on are our one thousand to form the special quality. Today, many enterprises are in the study of foreign ideas, but on the other hand, the foreign enterprise, advertising in China has a strong Chinese culture breath, give people especially kind, natural feel. Good creative advertising, must be well combined with the local culture connotation of advertisement, rather than blindly handan toddlers. In our country for advertising creative, might as well from the following ways: An advertisement, a vision refers to the creative ingenuity, rather than a bizarre. This vision refers to the singular advertising creative must have different effect, to be different from others. But this is not to say that advertising creative to bizarre, strange, isnt is beyond the scope of advertising target object to understand and accept the paranoia. The differences of advertising creation should have a degree, the degree of is what, is advertising psychological accept ability of objects. And the psychological accept ability to a great extent, depends on cultural psychology of the target object. Consumers in China generally not exaggerated advertisement positive views in a positive way, because our culture thousands of years ago warned us not language: strange, force, and god. The state of our high context, the expression of the meaning of euphemism, aesthetic is implicit, of things different from the norm, fantastic, even contrary to our cultural tradition of advertising creative, most to have the trick effect, and will not become consumers appreciate classical in China. SONY of Japan has done in the United States make rocks rise of advertisement: the rushmore national memorial place four granite, President of the United States face, ear wearing SONY headphones, show smiling face, a pair of very useful facial treatment, wonderful SONY sound can make rocks rise. When making this kind of thinking to Thailand: see the Buddha head wearing headphones, ear to hear voices, from the face smile, then rose and dancing. Such ideas are the great indignation of the Thai people, how can the Buddha not solemn. Electrolux early in our country have a strong suction vacuum cleaner ads and refrigerators ultra-quiet, use it consistently exaggeration, also did not have very good effect in our country. Because our national values prudence seriously, its not easy to use hyperbole as a witty humor and innocuous ha ha laugh. Second, advertising the art is to follow the rules of art, and is not equal to simple artistic creation. The art refers to the advertising creative to the United States, so, good to listen, such ability in the premiere of sensory to consumers with good effect. Advertising is not a pile of material any accumulation, also is not the creator of unstructured doodles and along with the gender. Beauty is regularly, especially the consumers in our country, appreciation of beauty with our more accumulation of several thousand years of cultural quality. On the one hand, the choice of the advertising pictures, the music arrangement, the use of models, the scene processing. All sensory benign good stimulation for consumers. Images, sound shock ear, but became our audio-visual garbage. On the other hand, the artistic quality of advertising is only part of the feeling of beauty art processing, in order to show ads look good, good to listen. Advertising art is not a pure art creation, not make advertising a work of art. Cannot a presumptuous guest usurps the hosts role, with bowed to harm. Not only in the form of more beautiful without substantial significance. Advertising products to bring customers practical significance, the practical significance is advertising can products to customers to solve any problem. There is a feeling of beauty, we call it the clear water gives lotus. Our people is some distance from the elegant, from luxury and some of the gap. Because, most of the ordinary people, after all, is our people. We often to our traditional concept is simple, diligently ke-ji-fu-li constraints. Under these rules for a long time, even if a new era of X human feelings on consumption is along with the gender, do not add abstemious, interpretation of beauty is also very trendy, alternative. But it is after all a city, is part of the class. Many ads we remember jing model, beautiful screen, touching story. But whose young what is advertising products, has been ignored by consumers, this is the form of too beautiful, while ignoring the commercials to the essence of good product requirements. Three, advertising, and earnings means to create economic benefits, but not too much pursuit of quick buck. The earnings refers to the advertising originality is to bring businesses actual economic benefits, this is the essence of commercial properties. Advertisements have originality, is to achieve the ultimate business interests. Like watching football, not only see the process, the finishing it wont always play in embarrassment, is really sad dead. Commercial advertising the finishing need to be real, to realize the economic interests. But not economic benefits of the pit, Mongolia, turn, cheat, steal, not through the fool consumers to achieve the aim of economic businesses. Any shortsighted eagerness for final just shooting yourself in the foot. As the market is not mature, and many other factors, many of our businesses have died, play is the heart, a flutter of thinking consciousness. Is a mature market access and the wealth distribution as a kind of social responsibility of the market, rather than the social wealth as the only private treasure to unrestrained greed of the market. The present many advertisements with exaggerated performances, with no price, the effect of universal, expert argumentation, comprehensive and integrated performance means such as a universal support to bombardment to launch a series of products, often have only one purpose, that is mercenary. Four, advertising a discussion is to put forward proposals of life, to avoid making the wrong guide for consumers. The discussion refers to the advertising originality is a life problem for consumers, provide feasible specific solutions. This solution or a tangible product, or an intangible service. But the solution must be safe, as, specific, practical significance. Not only for the enterprises narrow economic interests and guide consumers inadvertently mistake. In many cases, on the one hand, businesses and consumers to be aware of the product information is asymmetric, consumers are often at a disadvantage position. If doctors in traditional is through a prescription to solve the patients sufferings, the modern business is through this convenient way of mass communication, advertising to convey a kind of daily life solutions to problems. The merchants advertising prescription absolutely not careless, more casual. Rational consumers in our country, on the other hand, the overall consumption is not very strong, rely on advertising in the process of daily consumption of consumer decision-making is still very common, businesses must be in line with good business ethics, responsible for advertising appeal. In this way can we become a real consumer spending on the solution of the streets of suffering good advertising. Beauty of life is not a heart, can present some ads (and some beauty institutions), peremptory regardless of the human body health consideration, only the pursuit of partial effect of thin body beauty (appearance), tend to cause consumers greatly harm the body and mind. Such ads, no matter how things, is the health of distortion, is misleading to life, we dont appreciate this kind of creative advertising. Five, advertising, and yi is to let consumers have a profound memory, rather than a target. The yi refers to the advertising creative is to express, through appropriate image become consumers mind deep memory. The image of the retained requires a profound, but is not the sort of target, rats. Advertising this information, its role in general is this: consumers need help in your life, because he has a specific life difficult, and in my mind there is a solution to difficulties of advertising information just contact the difficulties the establishment of a positive correlation, through analysis and comparison, if conditions permit, will naturally produce purchase behavior. On the other hand, a good advertisement memory is also an important part of the consumer aesthetic temperament and interest. Our socialist advertising, is to come from the Angle of the true, the good and the beautiful clever convey useful information. Now I do not know how the rise of evil, ugly has become part of people aesthetic enthusiasm, originally the popular interpretation of plain even turned into a vulgar, vulgar, vulgar grandstanding. Such work may be in time for that have the long memory of explosive, but it is more negative does not forget. Once had such an advertisement: dad carrying a gift who are planning to send, son suddenly jumped out from the side, loudly to a sentence: to your mother-in-law! Such ideas, is to let a person remember, but remember that more is the childs impolite and rude. Advertising creative and explosion is not thinking of any dust, in each of the specific environment, must be combined with local cultural psychology. The more the better, the more creative the successful advertising works. This process may be long, thats advertising creative during normal pregnancy. Impetuous mentality, short, flat, fast assault is difficult to creative a superior advertising. We look forward to the mature markets produced in sober brewing good advertising creative, it will be Chinas splendid era of advertising. 中文翻译基于我国消费者心理需求的广告创意出路探寻【摘 要】广告创意是广告的灵魂。只有良好的广告创意才能起到良好的广告效果。而我国消费者有其不语：怪、力、乱、神等特殊的文化心理特征，基于这些特征，本文从广告的独特性、艺术性、经济效益性、示范引导性、印象深刻性等方面，提出了广告创意的探索性出路，以期来指导我国广告的实践活动。【关键词】中国文化 消费心理 广告创意广告创意就是广告人根据调查结果、产品特性、受众心理以及广告策略等因素，选择最佳的信息表达方式，用艺术的手法创造出核心的主题和意境结构，并以此指导广告作品的制作，以期达到最佳效果的创造性思维过程。中国人的审美自有其独到的角度，中庸的、典雅的、温良的、和润的，爱面子的、注重情感的等等都是我们千百年来形成的特殊品质。今天很多企业都在学习国外的奇思妙想，可反过来，外来企业，在中国投放的广告却具有浓浓的中国文化气息，给国人分外亲切、自然的感觉。好的创意广告，一定是很好地结合了当地文化内涵的广告，而不是盲目的邯郸学步。在我国进行广告创意，不妨从以下几点探寻出路：一、广告创“异”是指创意的别出心裁，而不是怪异离奇。此“异”是指广告创意要有与众不同的奇异效果，要和别人不一样。但这并不是说广告创意要怪异离奇、匪夷所思，并不是超出广告目标对象的理解和接受范围的胡思乱想。广告创作的差异性应该有个度，这个度是什么，就是广告对象的心理接受能力。而这个心理接受能力在很大程度上依托于目标对象的文化心理。我国消费者一般不对夸张的广告表达方式持以正面的积极态度，因为我们的文化基因几千年前就告诫我们不语：怪、力、乱、神。我们这个高语境的国家，对意思的表达是委婉的，对事物的审美是含蓄的，异于常态、神乎其神，甚至和我们的文化传统背道而驰的广告创意，最多起到“噱头”的效果，而不会成为我国消费者欣赏的经典。日本索尼公司曾在美国做过一则让顽石重生的广告：美国拉什莫尔国家纪念碑处四位花岗岩总统头像，耳戴索尼耳麦，面露微笑，一副很受用的面部处理，说明美妙的索尼音效能让顽石重生。而当索尼把此种思维照搬到泰国时：只见佛祖头戴耳麦，耳听妙音，从面部微笑，再而起立手舞足蹈。这样的创意却激起泰国民众的极大愤慨，佛祖怎能如此不庄严肃穆。伊莱克斯早年在我国所做的强劲吸力吸尘器广告和冰箱超静音广告，沿用它一贯的夸张手法，在我国也没有起到很好的效果。因为我们国民的踏实认真的价值观，不容易把夸张当成一种无关痛痒的诙谐幽默而哈哈一笑了之。二、广告创“艺”是要遵循艺术规律，而不等于简单的艺术创作。此“艺”是指广告创意要美，要好看、好听，这样才能在感官上给消费者以良好的首映效应。广告不是一堆材料的任意堆积，也不是创作者毫无章法的随意涂鸦和随性发挥。美是有规律的，特别是我国消费者，对美的欣赏更有着我们几千年积累的文化素养。一方面，广告图画的选择、音乐的编排、模特的运用、场景的处理无一不是对消费者感官的良性美好刺激。画面刺激，音效震耳，反而成为了我们的视听垃圾。另一方面，广告的艺术性仅是对美的感受的艺术处理，以显出广告好看、好听就可以了。广告的艺术性不是纯粹的艺术创作，不是把广告做成艺术品。不能喧宾夺主，以辞害意。更不能只有形式的绚丽而无实质的意义。广告的产品是要给消费者带来实际意义的，这个实际意义就是广告的产品能给消费者解决什么问题。有种对美的感受，我们叫它“清水出芙蓉”。我们的民众离雍容华贵是有些距离的，离奢侈享受也是有些差距的。因为芸芸众生，平凡百姓毕竟是我们民众的大多数。我们传统的理念也常常对我们是勤俭朴素，克己复礼的约束。在这样的长期规矩下，纵然新时代的“X人类”对消费的感受是随性、不加节制的，对美的解释也很新潮、另类的。但它毕竟是一时的“潮”，是部分的“类”。很多广告我们记住的惊艳的模特，唯美的画面，感人的剧情。但广告的是谁家的什么产品，却被消费者忽略了，这就是形式“太美”了，而忽略了的商业广告要说好产品的实质要求。三、广告创“益”是指创造经济收益，但不可过分追求急功近利。此“益”是指广告创意是要为商家带来实际的经济收益，这是商业广告的本质属性。广告再有创意，最终是要实现商业利益的。就像看足球，不是仅看过程的精彩，那临门一脚总踢不进去的尴尬，真是愁死人。商业广告的那“临门一脚”需要切切实实，实现经济利益。但经济收益不是急功近利的坑、蒙、拐、骗、偷，不是通过愚弄消费者来达到商家的经济目的。任何短视的急功近利最终只是搬起石头砸自己的脚。由于市场的不成熟等诸多因素，我们很多商家还存有“过把瘾就死”、“玩的就是心跳”，这样一锤子买卖的思维意识。一个成熟的市场是把财富的获取和分配作为一种社会责任的市场，而不是把社会财富仅仅当做私人财宝来无节制地贪婪占有的市场。当下很多广告用夸张的表演、极具诱惑的价格、万能的功效、专家的论证、全民的拥护等全方位、立体式的表现手段来狂轰滥炸地推出一系列产品，往往只有一个目的，那就是唯利是图。四、广告创“议”是要提出生活提案，要避免对消费者做出错误引导。此“议”是指广告创意是要为消费者的某个生活问题，提供切实可行的具体解决方案。这种方案或是某个有形产品，或是某项无形的服务。但这个方案一定是安全、正当、具体、有实际意义的。不能只为企业狭隘的经济利益而有意无意地错误引导消费者。一方面，在很多时候商家和消费者对产品信息的了解程度是不对称的，消费者往往处于劣势地位。如果说，传统的医生是通过药方来解决患者的疾苦，那现代的商家就是通过广告这种便捷的大众传播方式，来传达一种日常生活的问题解决方案。这个商家的广告“药方”万万不可大意，更不可随意。另一方面，我国消费者整体的消费理性还不是很强，在日常消费过程中依赖广告而进行的消费决策还很普遍，商家一定要本着良好的商业道德，负责任地进行广告诉求。这样才能成为真正消费者街头巷尾议论的解决消费“疾苦”的好广告。爱美之心人皆有之，可当下有些减肥广告（还有一些美容机构），俨然不顾人体本身的健康考虑，只追求瘦身（外表美容）的片面效果，往往造成消费者身心的极大伤害。这样的广告，无论出于怎么天花乱坠的创意，都是对健康的曲解，都是对生命的误导，我们不欣赏此类充满创意的广告。五、广告创“忆”是让消费者产生深刻记忆，而不是成为众矢之的。此“忆”是指广告创意是要通过恰当的表达，成为消费者心目中深刻记忆的形象。这种形象的留存需要深刻，但绝不是那种众矢之的、“过街老鼠”的深恶痛绝。广告这种信息，其发挥作用一般是这样的：消费者在生活中需要帮助，因为他有某个具体的生活困难，而脑海中有一个解决困难的广告信息刚好和这个困难建立了正相关的联系，通过分析比较，如果条件许可，就会自然而然地产生购买行为。另一方面，美好的广告记忆也是消费者审美情趣的重要组成部分。我们社会主义广告，是要从真、善、美的角度来巧妙传达有用信息。时下不知怎么兴起的“搞恶”、“丑化”成了一部分人审美的热衷，甚至把原本朴实无华的通俗演绎变成了“低俗”、“媚俗”、“庸俗”的哗众取宠。这样的作品在一时可能会起到爆炸式的久久记忆，但更多是反面的经久不忘。曾有这么一则广告：老爸拿着某款礼品正计划给谁送去，儿子突然从旁边蹦出，大声来了句：送给你的丈母娘！这样的创意，是让人记忆犹新，但记住的更多是那个孩子的无礼和粗鲁。广告创意绝不是思绪的任意飞扬和爆炸，在每个具体的环境中，一定要结合当地的文化心理。越是将此结合得好，越能创意出成功的广告作品。这个过程可能很漫长，那正是广告创意正常的孕化过程。浮躁的心态，短、平、快的突击是很难创意出精良的广告的。我们期待成熟市场经过冷静的酝酿而产生的精彩的广告创意，那将是中国广告的灿烂时代。外文原文（摘选）Relationship Between Advertising and Consumer Psychology ABSTRACT【Key Word】 advertising creative consumer psychologySince the 1990s, after China introduced advertising , advertising in modern business activities in the growing influence of large, established brand image , promotion of new products , as well as enterprises bigger and stronger , are inseparable from the propaganda media. Early modern economy has entered a buyers market , which would require businesses must continually update their concepts, starting from the personality and psychological needs of consumers on products innovation, innovation in advertising must be to promote the marketing of products , establish a corporate image in the market.In economic activity , consumers , advertisers, business three are interrelated , echoed each other , the relationship between the three generated by the market . Ads can be targeted to make to adapt to the market , and establish long-term benefits can promote creative enterprise . The creative process of advertising, market research or through other avenues understanding , informed consumers of psychological conditions , and through this process to seize the reality of the consumer , guide and train potential consumers . Their relationship , as arrows and flak relationship.First, consumer psychologyPsychology and mental processes in general have a certain commonality of consumers , consumer psychology is the thoughts of consumers when making consumer behavior thought, this mentality is the premise and basis for generating consumer behavior . Consumer psychology is a dynamic process of mental activity that the human brain processes the reflection of objective reality , which generally includes cognitive processes , emotional process , the process will process and other activities . Cognitive processes is the foundation, and emotional processes and the process will be the driving force acts between the three echo each other.Advertising to mobilize consumers of mental activity , such as sensory , perception, memory , imagination and thinking, first create awareness of the product, will react and produce emotional identity , until finally realized commodity trading behavior , you need to have so that consumers accept creativity, such advertising promotional products at the same information , give us a psychological impression that the consumer can touch to guide the consumer goods trade-offs to maximize product profitability.Second, with excellent creative touches consumer buying psychologyIn modern society full of advertising , a lot of advertising bland , not to stimulate consumer interest , much less impressed , and even some ads can also cause resentment ; while those unique performance , innovative creative works of Yi people , impressive , showing a significant difference in the creative level.Creative (idea) is pointing the way through a unique technology or clever advertising creative script , but highlights the product features and brand content , so as to promote product sales. In terms of advertising creative , creative advertising theme refers to the performance of the original ideas or novel idea . advertising guru David Ogilvy talked about good creative mind is like a masterpiece of people forget the long and the desire to buy influence and consumer buying behavior , advertising creative is the soul of advertising . Advertising is ultimately for consumers widely advertised , so outstanding creative when based on consumer