The Research On Information Psychological Immunity And Advertising Avoidance Behavior

In the long process of interaction between people and information,the mechanism of people’s response to information is also developing and evolving.From the beginning,people have the physiological immune response information on information,which in the course of human survival and development continues to be reflected.Until today’s information explosion era,people’s psychological adaptive response to information is also becoming more and more significant with the change of information form.In the information society,advertising is a part of the content of information,which is throughout the social space;because of the proliferation of advertising information,people have behaviors of escaping advertising,the performance of which in the attention space is more obvious.This paper put forward the concept "information psychological immune ",and which is made the interpretation and definition.At the same time,through the theory of evolutionary attention economy,it makes analysis on the selection of attention.People have the instinct to focus attention,in the process of human development,human beings havethe natural disposition function of attention resources.When information brings us a bizarre world,people and information environment is also undergoing a reaction of bi-directional construction.People are not simple mechanized people,the more complex information society,the more stronger people’s social consciousness is,and people’s attention which is optimal allocated is also changing with the changes in societySecondly,this paper constructs the attention matrix space,analyzes the phenomenon of advertisement flooding in the attention space,and analyzes the ecosystem between the advertisement,the media and the users through the We Chat case,and thinks that the advertisement is in a disorder status.Advertising is the operation of symbols,we are also integration of symbols,symbols fill up the attention space,we do a control and anti-control game with advertising in this space.Finally,based on the attention economy,this paper analyzes the evolution and future of attention in the attention space.