Cognitive Analysis Of The New Audience In The Creative Era And In The Application Of The Brand Communication

The concept of the audience had experienced from the ancient "theater audience" to the modern "public audience" of evolution. This is the industrial revolution brought about one of the great changes; Now, the information revolution and the creative industrial revolution to promote our world from the industrial age into "the Creative Era". From production to social ideology, we are experiencing unprecedented changes. In the new background, the audience, audiences are also going through a new concept of the changes. In this paper, based here, to create a "new audience" concept. "Audience" is the traditional audience the concept developed on the basis of understanding for the message of the new allegations. It refers to the spread of the participants : right to have their own messages -- text, Word Meaning, perceptual experience -- for Deconstruction and construction capabilities. Compared to our traditional concepts of "simple takers", they can to some extent manipulate the message, instead of being manipulated by the message. In a wide range of audience research tradition, the authors choose cognitive analysis approaches, from the perspective of the audience based on the new audience research, By using constructivism epistemology and cognitive psychology theoretical results, the new audiences cognitive structure and cognitive process, The cognitive and emotional factors and factors of rational analysis. New audiences with their core demands -- Innovative accept the spiritual sense of pleasure. New audiences to receive information not only to understand the logic or memory-process but symbols of creativity decoding and significance of the creative-building process. Nor is acceptable to accept themselves, which is to create. New audience itself is the significance of the creation, and because of advanced means of communication. They can always attaches importance to and sharing creative, and aroused more social instincts. further enrich their spiritual sense of pleasure. Here, creative accepted as an important characteristic of this industrial era emphasized standardization and rationalization of features entirely different reception. The increasing emphasis on brand awareness and effective creative era, how to use "communication" to achieve brand objectives, How to grasp the new audience of cognitive structure and cognitive process, taking into account new audiences cognitive process of rational and emotional factors, Brand became the central topic. Through its own sort of practical work, "Triumph" brand communication practice as a case, elaborate a new practice of the audience's cognitive theory used. Case based on the target audience's awareness, uphold the principle of "effective communication" principle, and the target groups for emotional and experiential brand communication.