云南省自学考试本科毕业论文题目：广告对消费者的影响分析主考院校 ：云南财经大学自学考试专业：广告学（独立本科段）自考准考证号：论文作者 ：任晋莹指导老师 ：崔显林指导老师职称：讲师2024 年 5 月云南财经大学本科毕业论文（设计）原创性及知识产权声明 本人郑重声明：所呈交的毕业论文（设计）是本人在导师的指导下取得的成果。对本论文（设计）的讨论做出重要贡献的个人和集体，均已在文中以明确方式标明。因本毕业论文（设计）引起的法律结果完全由本人承担。本毕业论文（设计）成果归云南财经大学所有。 特此声明 毕业论文（设计）作者签名：作者专业： 作者学号：年 月 日摘 要随着现代宣传工具的进展，广告几乎到了无孔不入，无时不有的地步。广告会起到促进生产、扩大流通、指导消费、活跃经济、方便人民生活等积极作用。消费者就是广告作用的对象。广告越想获得成功，务必符合消费者心理和行为特点。广告界有一句话说的很好“科学的广告术是依照心理学法则的”。本文首先论述了消费者购买心理的一般活动过程，然后分析了广告与消费动机的关系，通过讨论消费者购买的心理特点和消费动机，提出了广告对消费者的消费行为的积极作用，同时也为广阔广告主提供了行动的指南。精品文档---下载后可任意编辑关键词：消费者 广告购买AbstractAlong with the development of modern communication tools, advertising spreads here and there. Advertising can promote production,expand circulation, guide consumption and active economic. At the same time, it is convenient for people's life and it is a positive role in people’s work and life. Consumer is the object of advertising. If an advertising companywants to be more successful, it need to be sure to accord with the consumer psychology and behavior characteristics. A word said it very well: "Scientific advertising art is in accordance with the laws of psychology.” This paper first discusses the psychological process of general consumer when they are buying products. Then it analysesthe relationship between advertising and consumer motivation. Through the study of the psychological...
