Social Psychology Papers 3000 words 1 On the Significance of Social Psychology in Advertising Planning
Abstract: Social psychology is a scientific discipline that studies how people view others, how they influence others and how they relate to each other. It is of great significance for advertising planning to study social psychology and grasp consumers' consumption psychology from the perspective of social psychology.
[Keywords:] self-concept social and cultural groups psychological advertising planning
Social psychology is a scientific research subject about how people view others, how they influence others and how they relate to each other, including self, social beliefs and judgments, behaviors and attitudes, social culture, gender, conformity psychology, persuasion, group influence, interpersonal relationships and so on. Ogilvy said: in advertising activities, consumers are our gods, and consumers' psychology is the god among gods. ? Consumers are people in society. Our behaviors may vary widely, but they are influenced by the same social factors. ? (beauty? David? Therefore, it is of great significance to study social psychology in advertising planning. The following focuses on the self-concept, social culture and group psychology in social psychology.
First, the significance of self-concept research on advertising planning
Is self-concept, also called self-intention, an individual's right? What kind of person do I belong to? Self-concept is an individual's understanding of his social role, personality, ability and body. It is based on people's perception, attitude and self-evaluation of their own personality characteristics. Self-concept is gradually formed by individuals in the social environment: judging whether their behavior meets the standards accepted by society through self-evaluation, and forming self-concept on this basis; Self-reaction evaluation is carried out through others' evaluation of themselves, thus forming self-concept; Form and change self-concept by comparing and observing with others; By obtaining favorable information from the external environment, we can promote and develop our self-concept.
Elements of self-concept: the actual self-concept refers to how I actually look at myself; The ideal self-concept refers to how I hope to see myself; The concept of actual social self refers to how I feel others view myself realistically; The ideal social self-concept refers to how I want others to look at myself; The self-concept of expectation refers to how I expect to see myself in the future.
Self-concept, as a deep personality factor affecting personal behavior, profoundly affects consumers' consumption psychology. There is a special relationship between consumers' self-concept and the goods they buy. First, the goods I buy are symbolic: they help me get the identity I want, shorten the gap between me now and me I want to be, are the center of my identity, are a part of my true self, and give me some self-identity. Like what? Chanel? Brand, in the 1920s, a legend appeared in the fashion world-Coco? Chanel, she created world-famous fashion and perfume. 1923, she launched the most representative perfume-? Chanel no.5? . The culture symbolized by Chanel brand has conquered the whole world. Do you own it? Chanel? Become the beauty of a woman's life? Dream? , Chanel's name and? Chanel? Brand has become synonymous with elegance, nobility and fashion. Second, symbolic goods have the characteristics of visibility, endowment difference and personalization. Like what? Revlon? Brand, when Revlon sells perfume, it sells more than just a tangible product. It is also selling the lifestyle, self-expression and uniqueness represented by perfume; Achievement, success and status; Gentleness, romance, passion and fantasy; Memories, hopes and dreams. Therefore, in advertising planning, we must study the self-concept of consumers.
Second, the significance of social and cultural research to advertising planning
Each of us is in a specific social and cultural environment, and the influence of culture on people is extremely important. From the perspective of a country or a nation, social culture shapes the personality characteristics of social members, makes their personality structure develop in a similar direction, and makes everyone stay in the whole cultural form stably. From the perspective of different groups, social culture presents inherent diversity. Consumers are in a social and cultural environment and are bound to be restricted by social culture. Therefore, when planning advertisements, it is necessary to study the influence of cultural similarity and cultural diversity on consumers' psychology.
The influence of cultural similarity. China traditional culture is a social and cultural system based on individual agricultural economy, with patriarchal clan system as the background and Confucian ethics as the core. China's traditional culture is formed through the accumulation of several generations, which has a strong stipulation on people's psychology and values, and has been influencing it to this day. China traditional culture attaches great importance to ethics. To this day, social relations in China are still based on kinship, etiquette, friendship, honesty and other cultural feelings.
Now many advertisements pay great attention to this appeal, such as? Supor cabinets? Television advertisement: Scene 1, at the banquet, the son is busy socializing; Scene 2, mom is busy cooking in the kitchen at home; Scene 3, at the dinner table at home, the mother saw her son wolfing down, showing a gratified smile; Voiceover:? There is a person in this world who always remembers what you like best and has tasted the ups and downs for you. The way you gobble is her greatest satisfaction. Love is the most beautiful taste in the world. ? The whole advertisement does not describe the performance and use of the product, but closely follows a? Love? Words, will show the mother-child affection incisively and vividly, thus touching the hearts of consumers.
The influence of cultural diversity. A country and a nation have cultural similarities, but there are also various sub-cultures, such as regional differences, ethnic differences, age differences, etc. These sub-cultures lead to cultural differences, thus forming internal cultural diversity. Consumers have different cultural characteristics because of their age and occupation. ? China Mobile Communication? what's up Global communication? 、? Shenzhouxing? 、? M-Zone? It is aimed at different consumer groups: Global communication? It is aimed at business people. Shenzhouxing? It is aimed at middle-aged people. M-Zone? It is aimed at young people. ? Shenzhouxing? The image spokesperson is Ge You, whose image is a household name, especially loved by middle-aged people; ? M-Zone? Jay Chou is the image spokesperson. He is an idol of young people and is highly sought after by fashionable young people. ? Global communication? 、? Shenzhouxing? 、? M-Zone? It is a great success to separate ambitious business people, down-to-earth middle-aged people and fashionable young people and publicize their cultural characteristics.
Thirdly, the significance of group psychology research to advertising planning.
A group refers to a group of people who agree with each other, have the same goal and depend on each other. The characteristics of the group are: the members of the group clearly realize that they belong to a certain group and the boundary of the group; Members of this group have the same value. The effect of group psychology on individuals is mainly manifested in group belonging, group identity and group promotion and interference.
Consumers belong to different groups, and different consumers have their own sense of belonging and identity. With a sense of belonging, consumers will make their own cognition and evaluation based on this group. And keep consistent views and emotions in cognition and evaluation, and form a sense of group identity. According to the psychological characteristics of different groups, advertising planners should first position the goods in the market and then plan the advertisements. For example, the four largest websites at present: search, portal, community and blog. Among them, the proportion of community websites is quite high, and the advantage of community websites is high interactivity. The new people who have grown up in the Internet age are becoming the owners of community websites.
The audience of community websites is not distinguished by income, class and region, but by hobbies, interests and personal needs. For advertising planners, they can capture their target audience more accurately, because these users of community websites are pioneers who lead the fashion, young and highly educated, and are most likely to form the marketing effect of trend-driven and user-to-user communication. However, the inherent characteristics of this group, its dense distribution on the website, and the advertising forms adopted by traditional media and even portal websites are likely to be rejected by community website users.
In addition, the herd mentality in group psychology has a great influence on consumers. Conformity refers to changing behavior or beliefs according to others. There are two main reasons why people follow the crowd: normative influence and information influence. The influence of norms comes from people's desire to be accepted by others, and the influence of information comes from the fact that others provide evidence for themselves. Consumers will have herd mentality more or less, and advertising planners should analyze consumers' herd mentality and use this psychological feature to plan advertisements.
Under the influence of norms, consumers will move closer to a certain social class or group according to their social status and economic situation, hoping to be accepted by this class or group. Therefore, consumption is also based on the consumption of such people, such as real estate advertisements, which emphasize the environment, culture, taste, the romance of petty bourgeoisie life, the dignity of the upper class and so on. , in addition to huxing, area, geographical location, in order to cause consumers to purchase convergence. Another example is the advertisement of young people's consumer goods, which caters to the fashionable personality and makes them feel that if they don't do it, they will not get into the stream.
Another example is the influence of information. In two cases, the reliability of information sources has a great influence on consumers: first, when consumers don't know much about the information content, they will trust people with professional knowledge in this field; Second, when consumers don't want to spend time to judge the content of information or don't have enough time to judge, they want a fair and objective person to provide them with true and reliable information. Celebrity advertisements can play a good recommendation role. Using celebrities as advertising spokespersons can increase the credibility of advertisements with their high social prestige. Because these people advertise with their own credibility as a guarantee. Consumers believe that these people will not make false propaganda because they cherish their social image.
Through the analysis of the above three aspects, we can see that it is of great significance for advertising planning to study social psychology from the perspective of social psychology and grasp consumers' consumption psychology.
References:
[1] (America) David? Miles: Social Psychology (8th Edition). People's Posts and Telecommunications Publishing House, 2006.
[2] Jiang Lin: "Consumer Psychology and Behavior" (Second Edition). Renmin University of China Press, 2002
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