New Perspectives on Advertising Psychology

Author: Jiang Bo
Publisher:
Publication Date: 2002-09-01
Features: This book strives to take the advertisement itself as the starting point and endeavors to uncover the psychological patterns in the process of advertisement operation. It explores the psychological foundations of consumer behavior in advertising, psychological aspects of advertising planning, psychological elements of advertising creativity, psychological appeals in advertising, psychological factors of advertising media, psychological aspects of advertising expression, psychological dimensions of advertising culture, and brand psychology, among others. The book features a novel structure, reflecting the author's reflections on the discipline of advertising psychology.