现代广告写作是以现代营销观念为基础的,面对的是心理人口。要想强有力地吸引消费者,诱发欲望,促使其产生购买行为,仅仅凭机械地、盲目地诉求是事倍功半、得不偿失的,有时甚至是无济于事的。要获得广告的宣传效果,必须动用心理策略来策划广告,围绕消费者需求、动机、行为等心理开 Modern advertising is based on modern marketing concepts, the face of the psychological population. In order to attract consumers aggressively, induce desires and induce them to procure purchases, it is often more effective and overkill to merit, by mere mechanical, blind appeals. To get the effect of advertising, we must use psychological strategy to plan advertising, around the consumer demand, motivation, behavior and other psychological open