The Psychoanalysis Of Advertisement Effect

The main body of the article is commented on the two-stage effect of communication. Two-stage effect must be passed to be obliged to, g advertisement being going to want to deliver an effect. The advertisement information is to be chose, accepted and react with original mentality, becoming the new mentality that motivation, desire, ideal, ambition, determination, confidence, stamina, willpower, attitude, ability, which is the first-stage effect of communication. Mentality energy producing behavior acts on society, and producing the certain social effect, is that the second stage effect. of communication. But, the first-stage effect being unable to see to be ignored by people .To reach the first-stage effect, have essential two working procedure, namely mentality choice and information becoming mentality .The first-stage effect is the indispensable intermediary agent that the advertisement information changes to the social effect .According to the mentality that person behavior produces and the physiology mechanism, mentality energy produces the social effect after the first-stage effect.According to"two-stage effect of communication."it is not difficult to come to effective ways and means of advertising. First, the advertisement must be chosen by consumers; Second, psychological reactions can produce psychic energy. This completes the first stage effect of communication -- Information can be translated into psychic energy, and then completes the second stage effect of communication–release of psychic energy. This will achieve our objective to encourage consumers to purchase products. The choose about psychological system of consumers as follows: In regard to attract attention, active advertisements are better than immovable advertisements; Color advertisements are better than black-and-white advertisements; Big advertisements is better than small advertisements; the wonderful advertisements can attract the attention of consumers, more wonderful, more attract. In short, advertisements have to combine a variety of factors in order to attract consumers: Large and small, movement and stillness, real and the pseudo-real, good and evil, beauty and ugliness, real and imaginary, human and materials, sex and pornography, dull and lively, the old-fashioned and techniques, monologue and contrast , monochrome and color, old stimulation and new stimulation etc.Information enters the consumer psychology system, which begins to react with the consumer psychology constitute. First, it will react with the cognitive structure, which consists of a person's past experience and knowledge components, what specifically is: feeling, perception, thinking, memory, thinking, imagination. In addition to cognitive structures, psychological structure includes feelings, will, personality tendencies and personality traits. After constitute psychological reaction, it has become a motivation, passion, ideals, vision, determination, confidence, perseverance, determination, attitude, ability etc. It can be psychic energy. After psychic energy can be released, advertisement effect comes into being.