The Psychological Feature Of Network Advertisement And The Creating Of Network Advertisement

The psychological feature of network advertisement exerts an important influence in creating and plays a decisive role in its further developing. As a kind of new important advertising form, the creative tactics of network advertisement based on psychological feature manifest their uniqueness. From the angle of advertising psychology, communication and consumption behaviouristics mainly, this thesis researches into the psychological features of network advertisement and its creating tactics by adopting the approaches of researching documents. It has certain meanings with the development of theory and practice of network advertisement. Network advertisement has four basic psychological effects including actively contacting, variously stimulating, fashioning and adhesively interacting. The netizens have formed special psychological habits of perceiving when they are getting contact with the advertisement: sense of personal satisfaction, successional psychological habit of reading, curiosity for compound information, incline of free participation. Therefore, the netizens have formed inter-dynamic psychological need and behavior characteristic. Inter-dynamic communication tactics include individualization, experiencing, gaming, encouraging and suspense. There are four psychological principle of attractingadvertisement writing should adhere to——successful advertisement resort, guideof free behavior, context according with network advertisement, diversity of advertisement information. The inter-dynamic artistic technique of the banner includes changing experience and feelings into spoken language, light and naturally intonation, taking action and calling, fuzzy semantics and making use of popular words and focused information. The inter-dynamic creating methods of pictures are mainly inter-dynamic prompt, suspense making and strengthening the sensation of movement. Inter-dynamic effect is the key goal of communication of network advertisement. Inter-dynamic creation has to exactly hold the characteristics of inter-dynamic psychology of netizens and circumstance of employing in order to give play to the inter-dynamic advantage of network advertisement effectively.