Psychological evaluation on the effect of three level of awareness advertising

Abstract

Thirty "Nike" image ads were selected as an example for classified comparative study. According to the influence of human psychological state, it was concluded that ads can be classified into three types including dominant-advertising namely consciousness level advertisement, recessive-advertising namely subconscious level advertisement and the intermediate state that preconscious level advertisement in between. Nine ads were converted into slides and divided into three groups. One hundred and fifty college students were used as subjects for the study. Based on perceptual engineering semantic differential measurement, the psychological effects of advertising design in three awareness levels were evaluated and analyzed from six dimensions including credibility, degree of cognition, affinity, level of memory, behavior, reliability and innovative degree.