摘要:人类每天每分钟都充斥着嘈杂的刺激，强烈的刺激袭向人们，人们潜意识里习惯了或拒接了对大量刺激的接受。而广告的本质就是就是信息传递，把产品或服务介绍给消费者，刺激消费者产生购买欲望。面对无穷无尽的刺激，一则优秀的广告能成功的刺激消费者，帮助商家获得一个好的宣传效果。评价一则优秀的广告，从不同的角度就会有不同的标准，但广告须始终以目标消费者为中心，因此消费者对广告的认知成为影响广告效果的一个很大因素。在认知广告过程中，消费者不仅借助感觉器官对商品的个别属性进行感受，而且能将各个个别属性联系、综合起来，进行知觉的整体反映。
本文以消费者知觉和格式塔心理学的一些理论，结合知觉中的视觉、听觉、触觉、嗅觉、味觉方面给消费者带来的不同刺激以及消费者知觉的特性对广告传播的影响,探讨了消费者知觉在广告传播中的重要性。
关键词：消费者；知觉；广告信息传播；消费者知觉
ABSTRACT: Human every minute of every day is filled with noisy stimulus, a strong stimulus to attack people, people subconsciously used to accept or reject a lot of stimulation. And the essence of advertising is to transfer information, introduce products or services to consumers, to stimulate consumer desire to buy. Facing the inexhaustible stimulation, a good advertising can successfully stimulate consumer, help businesses gain a good propaganda effect. Evaluation of a good advertising, from different angles will have different standards, but advertising must always be to target consumers as the center, so the consumer perceptions of advertising has become a important factor influencing the advertising effect. In the cognitive process of advertising, consumers not only with the help of sense organ experience individual attributes of goods, but also the individual properties of contact, together, the overall reflection of perception.
Based on the theory of consumer perception and Gestalt psychology, effects of different stimulation combined with visual, auditory, tactile, olfactory, gustatory perception of consumers and consumer perception of advertising communication, discusses the importance of consumer perception in the advertisement dissemination of.
Key words: Consumer; Consciousness; Advertising information dissemination; Consumer perception
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