Projection Mechanism And Communication Effects Of TV Advertisment

With digital era coming, TV advertising faces crisis and hope ness. On the basis of psychology and semiotics etc., and of the achievements of Automatic Information Process of Advertising, this paper discusses Projection Mechanism on the effects of TV Advertisements. In order to analyze the procedure, we try to make a TV Advertising Projection Model. Furthermore, some concrete strategies on how to improve effect of TV Advertisements are also put forward.This dissertation is composed of five chapters. First comes with the review to the research background and the relevant theories in this field, the methods and the significance of which to Ad psychology are also introduced. In the following part, Projection, which is the main concept of this research, is analyzed.In the third chapter, on the basis of reviewing cognitive psychology in the advertising communication, this paper tries to put forward a projection model of TV Ad. We also discuss the projection effects on the TV Ads.The last two charters are the last but the most important parts of the dissertation. Beginning with the analysis of Chinese TV Advertisement deviations, and the paper put forward some strategies on how to improve the effect of TV Ads, which is based on the Projection Mechanism.In the end, we make a evaluation of the Projection Mechanism study in the Ad psychology. We hope Projection Mechanism can be a useful tool in improving the advertising communication.