The fourth chapter is the attention strategy of advertising attraction.
First, focus on the characteristics of
1. Attention means that no matter what purposeful activities people engage in, their psychological activities always show their orientation and concentration to specific objects at the beginning.
2. Attention is selective, and people feel only a few objects that attract attention. When psychological activities focus on a specific object, the object of attention is at the center of consciousness. As a result, the old temporary nerve connection is easy to recover and the new temporary nerve connection is easy to form. This is very beneficial to the current activities. Attention should be paid not only to the beginning of the activity, that is, to the specific object, but also to the subsequent process.
3. In addition, when people engage in purposeful activities, attention also shows certain regulatory and supervisory functions.
Second, correctly understand the positioning of "attraction" in advertising.
1, eye-catching is the beginning of public acceptance of advertisements, and people pay attention to it. The survey shows that the attractiveness of both newspaper advertisements and TV advertisements is an important factor for the audience to evaluate the quality of advertising works. But this does not mean that the primary purpose of advertising is to attract people's attention as much as possible, nor does it mean that the primary purpose of advertising theme is to attract attention.
2. Attraction itself may play a positive or negative role. When the method used in advertising design is conducive to the realization of a given advertising task, its attraction is positive; On the other hand, expressions that have nothing to do with advertising or are rarely related will inevitably divert attention from advertising information. The more attractive it is, the more it deviates from the advertising target. In isolation, it is proposed that attracting attention is the first purpose and primary standard of advertising, which essentially confuses the means and purpose, or the boundary between conditions and foundation.
3. In psychological phenomena, attention is different from perception, memory, thinking, emotion and will, and it is not an independent psychological process. It has no specific response content, or it does not reflect any object and its properties. People can't have a special intention to "pay attention". Attention is also different from temperament and character. It does not belong to the psychological characteristics of personality, but the same characteristics of various psychological activities, which are reflected in all psychological activities. When a person is paying attention to one thing, he is actually understanding one thing, experiencing one thing or practicing one thing. That is to say, in the scientific sense, the word attention should be an adverb, not a verb.
Third, pay attention to the general motivation of advertising information.
Information with certain characteristics is more likely to dominate the attention of the public. These characteristics are the usefulness, support, stimulation and interest (entertainment) of information.
1, usefulness of information (practical value). As far as advertising information is concerned, any information that can help consumers make satisfactory purchase decisions will have certain practical value. Especially when the product is expensive, new and complicated, or in doubt for some reason, these will drive consumers to demand relevant information. The advertising information that meets this demand is naturally practical.
The behavioral tendency of information processing depends on three factors: needs, expectations and the value of news. The attention thus aroused belongs to intentional attention, which can arouse people to study hard.
2. Information support. People tend to prefer information that supports their views. Consistency theory explains the selectivity of people's attention and shows that people have a driving force to promote their cognition and behavior of objects to be consistent. When cognitive dissonance occurs, people will feel uncomfortable and then try to reduce it. One mechanism to reduce detuning is to selectively find supporting information or avoid inconsistent information.
3. Annoying information.
Only when there is change can there be information, and the essence of change is the pursuit of novelty and surprise, which is related to everyone's innate curiosity. When people are bored, they often seek new and unusual stimuli to reduce this boredom.
When new elements appear in the environment, completely predictable information will become boring. This knowledge of behavioral science proves the role of "new" factors in advertising attention. It is difficult to expand readers' audience by repeating advertisements with popular characters or vivid and beautiful language without seeking innovation.
Individuals' reactions to information are often consistent and changeable, and the unity of the two depends on personality and situation. Assuming that the individual is at an appropriate level of excitement, he will feel comfortable; When the level of excitement is lower than the appropriate level, the individual will try to reduce the excitement and seek harmony. The appropriate level varies from person to person.
Of course, the situation will also restrict behavior. Specifically, the items that consumers start to buy are very important, so it is possible to ask for all kinds of relevant information; If you buy daily necessities, you may not have such driving force.
4. Interesting information. People are often interested in the information they are interested in, themselves and their various extensions. For example, people are willing to read what they have experienced in newspapers and listen to information that can bring them satisfaction and happiness. The business information people are interested in is that they think goods may bring benefits to themselves. The stronger the interest, the easier it is to pay attention.
Fourth, different levels of attention consciousness.
The filtering function of attention is realized at different levels of consciousness.
1, with the highest degree of attention, showing that it actively seeks advertising information;
2. Pay attention to the middle-level consciousness, which is manifested in listening to and reading information from existing information sources;
3. In the lowest level of consciousness, attention is passively or effortlessly receiving information.
The first two are called intentional attention, and the latter is called unintentional attention.
Fifthly, the attention effect of character models in advertisements.
1, positive effect. The survey shows that advertisements with character models attract more attention than advertisements with only products. In social life, everyone has his own objects of admiration and worship, and consciously or unconsciously has a desire to be as close as possible to them, so as to obtain psychological satisfaction. The public's admiration and follow-up to the stars constitute a landscape of popular culture.
Advertisers usually choose stars who are of moderate height and have certain connection with commodities to promote their products, so as to improve their popularity and sales position. Sometimes, movie stars also use the images of their characters to promote products; Singers often speak with their songs. In short, the appeal of stars in advertising can not be underestimated.
In view of the relationship between the gender and occupation of the characters in the advertisement and the advertisement content, the high attention value caused by the character modeling in the advertisement painting has positive significance, so it is easy to focus on the relevant advertisement content.
2. Negative effects. Generally speaking, the attention value in figure painting is higher. If the sex and occupation of the characters in the advertisement are related to the content of the advertisement, then the high attention caused by the character modeling in the advertisement painting will have positive significance. However, if the model of the character in the advertisement has nothing to do with the content or has a weak relationship, then the attention caused by it will leave the product and brand of the advertisement and focus on the model itself. In this way, advertising will become a work for people to appreciate at most, and it will not play its due role at all.
Sixth, the stimulating dimension of attention and the corresponding advertising strategies.
Stimulating factors involve multiple dimensions of stimulation and are closely related to advertising strategies, such as size and strength, novelty, change and activity, color, layout position and shape.
1, size and strength
Psychophysics holds that a stimulus must reach a certain intensity to cause a response, and within a certain intensity range, the response will increase with the increase of intensity. The strength of advertising can be manifested in many aspects:
(1) headlines, colorful printed advertisements, loud broadcasting sound, large screen display, etc.
Advertising strategy: A common strategy is to use large-size advertisements. If these advertisements are located on the main road, they will be watched for a long time every day and attract a large audience. Advertisements in publications are also full-page, with higher attention value than half-page, and higher attention value than two-page. Increasing the size can strengthen the intensity of stimulation, but the adaptation level theory reveals that it is restricted by background stimulation in addition to target stimulation.
(2) Contrast factors. Contrast refers to the characteristics of differences between objects and backgrounds. Anything that can make the advertising target stand out contains a comparative factor or function. If the difference between object and background is obvious, it is easy to catch the reader's attention.
Advertising strategy: The common contrast method in general advertising is to leave a lot of blank space in the advertising layout, so that the advertising target is greatly prominent and distinct.
2. novelty
Unexpected and unusual stimulating features will have different degrees of novelty. In view of the adaptability of almost all human sensory organs, people are prone to produce a conditional unconscious phenomenon because of the lack of novel stimuli. This means that it is of fundamental significance to pay attention to the innovation of advertising. The function of innovation is not only to "capture" consumers' attention and transfer it from other objects to advertisements, but also to keep attention to further process advertising information. Novelty is closely related to people's curiosity, and advertisements made by curiosity are very eye-catching.
Advertising strategy: The commonly used advertising strategy is suspense advertising.
3. Stimulation of activities and changes
A lot of life experience shows that moving or changing objects are easy to attract attention. The attention effect of cartoons is better than that of slides, and the ever-changing neon lights are more likely to cause people's inquiry behavior. Changing information, starting from this feature, we can adopt corresponding advertising strategies.
Advertising strategy: in TV or radio advertisements, the announcer combines the volume with the speed of speech, showing cadence and making people feel some changes; Print advertisements make use of design effects to create some dynamic feelings, or show several pictures with different forms and continuity, so that people can feel changes at a glance.
Step 4 color
Color vision is the result of the response of the visual system to electromagnetic waves of a certain wavelength. Generally speaking, there are more readers of black and white advertisements in print advertisements than black and white advertisements; Four-color advertisements have more readers than black-and-white advertisements. When color and size are combined, big advertisements are superior to small advertisements.
It is worth noting that in the advertisement combining black and monochrome, the usage of monochrome will have different psychological meanings. Generally speaking, the usage of monochrome is like "making the finishing point". A little color only plays the role of "grasping" attention, and the principle of coloring should be to highlight the main information points.
Advertising strategy: This strategy is adopted in daily newspaper advertisements.
5. Straight posture
Position reflects the spatial characteristics of stimulus. Different positions may produce different attention effects (to be precise, perception). Generally speaking, the upper left is easy to be noticed by observers, which is of guiding significance to the arrangement of advertising pictures.
Step 6 shape
Shape refers to the aspect ratio. It is generally believed that advertisements whose height exceeds the width are more attractive than those whose width exceeds the height.
Seven, the level of adaptation theory
The theory of adaptation level was put forward by Hailin in 1964. He found that under the irradiation of monochromatic light, viewers will have different color senses on surfaces with different reflectivity. Specifically, the surface with higher average reflectivity is regarded as the color of the luminous body, the surface with average reflectivity is regarded as gray, and the surface with lower average reflectivity is regarded as the complementary color of the luminous body. It is concluded that the response of organisms to stimuli is related to the basic level of adaptation, or there will be a reference point when judging stimuli. The reference point is restricted by the following three factors: focus stimulation of attention, background stimulation and internal activities of the body.
When the intensity of an object obviously exceeds the adaptive level, attention must appear. Therefore, when we examine the influence of various characteristics of stimuli on attention, we should take this adaptation level theory as the basis.
Eight, suspense advertising
Definition: suspense advertising means that the advertising information is not once, but through a series of advertisements, from coarse to fine, from partial to whole,
Or with the development of advertising series, advertising information is gradually enriched and improved. Its original information is often in the form of questions, or directly highlights its unique information. In newspaper advertisements, this suspense is usually left to a great extent.
Function: A direct psychological effect caused by the characteristics of suspense advertisements is the curiosity of the audience. Driven by curiosity, the audience may pay more attention to finding information or information clues. This is undoubtedly conducive to the transformation from unintentional attention to intentional attention and deepen the memory of given information. In view of the limited information of the original suspense advertisement, it is not enough to satisfy curiosity and thirst for knowledge, thus forming the motivation to play a series of advertisements the next day. This is the so-called directional activity. Judging from this development, the audience will show their efforts and careful handling of this series of advertising information.
It can be seen that suspense advertising is conducive to the audience's cognitive activities of advertising information. The positive effect of suspense advertising strengthens the advertiser's goodwill towards it.