广告创意对消费者记忆的影响 -市场营销专业

摘要

广告在现代商业社会中扮演着至关重要的角色，其创意水平直接影响消费者的记忆效果。本研究旨在探讨广告创意对消费者记忆的影响，基于认知心理学和营销学理论构建研究框架，创新性地将广告创意元素与消费者记忆机制相联系。通过文献综述发现现有研究多集中于广告形式对记忆的短期影响，而缺乏对创意内涵及其长期记忆效应的系统分析。为此，本研究采用实验法，选取不同类型的广告样本，包括传统平面广告、视频广告等，以大学生为被试对象，控制变量后进行测试。结果表明，具有独特创意的广告能显著提高消费者的即时记忆和延时记忆效果，其中情感因素和故事性元素对记忆的正向影响尤为突出。此外，广告创意与产品关联度越高，消费者记忆越深刻且持久。本研究不仅丰富了广告学理论体系，还为企业提供更具操作性的广告创意设计指导，强调创意不仅要追求新颖性，更要注重与产品特性的深度融合，从而实现更好的传播效果和市场效益。

关键词：广告创意消费者记忆情感因素

Abstract

Advertising plays a pivotal role in modern commercial society, with its creative quality directly influencing consumer memory retention. This study aims to investigate the impact of advertising creativity on consumer memory by constructing a research fr amework based on cognitive psychology and marketing theories, innovatively linking advertising creative elements with consumer memory mechanisms. Through a literature review, it was found that existing studies predominantly focus on the short-term memory effects of advertising formats while lacking systematic analysis of the connotative aspects of creativity and their long-term memory impacts. To address this gap, this study employed an experimental method, selecting various types of advertising samples including traditional print advertisements and video advertisements, with college students as participants. After controlling for variables, tests were conducted. The results indicate that advertisements with distinctive creativity significantly enhance both immediate and delayed memory effects among consumers, with emotional factors and narrative elements showing particularly prominent positive influences on memory. Furthermore, the higher the relevance between advertising creativity and product characteristics, the deeper and more lasting the consumer memory. This study not only enriches the theoretical fr amework of advertising but also provides enterprises with more operational guidelines for advertising creative design, emphasizing that creativity should not only pursue novelty but also focus on deep integration with product features to achieve better communication effects and market benefits.

Keyword:Advertising Creativity Consumer Memory Emotional Factors

1绪论 1

1.1广告创意与消费者记忆研究背景 1

1.2研究广告创意对记忆影响的意义 1

1.3国内外研究现状综述 1

1.4本文研究方法与创新点 2

2广告创意要素对记忆的影响机制 2

2.1创意视觉元素与记忆关联 2

2.2创意文案表达与记忆效果 3

2.3创意表现手法的记忆强化 3

2.4不同创意要素的综合影响 4

3消费者记忆形成的心理过程分析 4