The Research Of Fashion Advertisement Strategy Based On The Consumer' Psychology

First, the paper according to the difference between the media, it comes up with the factors influencing the selection of the fashion advertisement media, and the advantages and ways of implementing the media mix strategy.Then it illustrates the importance of consumption psychology and persuading skill in fashion advertisement after fully analyzing the personal psychology and character of consumers, the factors effecting the purchase, and the psychological reaction and practical application of persuading. It emphasizes the necessity and exigency of study the advertising activity under the cultural background, viz. cultural positioning of fashion advertisement, because the cultural factor has great effects on the consumption action. Finally, Choose different culture types according to the different culture districts, control more needs of advertising objects on the basis of the public. Promote the relationship of fashion advertisement and culture; put forward the fashion advertisement lead the concept to the community as a kind of culture phenomenon. From the market sales and public communication opinions, we should add culture into the advertisement especial the fashion advertisement.Next, discuss the significance of clothes and advertising strategy. Analyze the fashion advertisement, basic function and mentality character, on the basic of clothes and advertising, discuss the effect of advertising value, summing up the merit and means of factors about affected the clothes and advertising. Last, sum up the four questions of clothes and advertising in our country and put forward the four ways to solve.The topic emphasis on the mind of consumers and the fashion advertisement, using resource in reason, study the advanced experience from abroad, we can melt the international fashion advertisement.