從人類行為心理學(xué)的角度來看,人的分析決策不一定是完全理性的,很多時(shí)候會有一種潛在的感性因素溶在其中無法明確地割裂開來。

     美國人類行為心理學(xué)權(quán)威專家也曾經(jīng)明確指出:謊言是人類的一種本能種習(xí)慣,即使是在毫無必要的情況下,人們也會控制不住地去撒謊。據(jù)海量數(shù)據(jù)統(tǒng)計(jì),正常情況下,人平均每天至少有6次撒謊,否則身體健康也會受到一定影響,容易患上包括抑郁癥在內(nèi)的各種心理疾病。

      電視廣告就是這樣一種復(fù)雜而獨(dú)具感性魅力的媒體:它充分利用著人類行為心理的弱點(diǎn),綜合一切可調(diào)動的視聽因素,善意地用一種“商業(yè)謊言”來全方位地引導(dǎo)著人們的消費(fèi)觀念、購買行為乃至生活習(xí)慣。

     商業(yè)品牌標(biāo)識如人,也存在著這樣或那樣的現(xiàn)實(shí)問題和潛在問題,所謂的商業(yè)謊言”并不是真正意義上的謊言,更不是虛假廣告,而是指:要正確利用傳播技巧、規(guī)避品牌的弱點(diǎn)問題,進(jìn)而有效挖掘?qū)οM(fèi)者有利有益的商品信息,宣揚(yáng)商業(yè)品牌正面、良性、積極的主張和態(tài)度,進(jìn)行商業(yè)與消費(fèi)引導(dǎo)。

     難怪蕭伯納會這樣定義:“視聽設(shè)計(jì)就是充分利用人生的藝術(shù)!”

       From the perspective of human behavioral psychology, people's analysis and decision-making is not necessarily completely rational. There is a potential perceptual factor in it, which can not be clearly separated.

      American authoritative experts in human behavioral psychology have also clearly pointed out that lies are a kind of instinct and habit of human beings. Even in unnecessary cases, people can't help but lie. According to massive data statistics, under normal circumstances, people lie at least six times a day, otherwise their health will be affected to some extent, and they are prone to suffer from various psychological diseases, including depression.

     TV advertising is such a complex and unique emotional charm of the media: it makes full use of the weakness of human behavior and psychology, integrates all the audio-visual factors that can be mobilized, and uses a kind of "commercial lie" to guide people's consumption concept, purchase behavior and even living habits.

     The so-called "commercial lies" are not lies in the true sense, let alone false advertisements, but refers to the correct use of communication skills to avoid the weakness of the brand, so as to effectively tap the beneficial commodity information for consumers, Promote positive, benign and positive ideas and attitudes of commercial brands, and guide commerce and consumption.

     No wonder Bernard Shaw defined it like this: "economy is the art of making full use of life!"