Research Review On The Researches Of Advertising Psychology In The 1990s

Advertising Psychology, which is an essential part in holistic construction of Advertising, gives instruction to Advertising practice. Research on the research of Advertising Psychology in the 1990s complements the post research, describes Advertising Psychology research in 1990s and is theoretically and practically significant.The result of literature review shows that the description of this field is insufficient in system and integrity, while the aim of this research is to supply the gap. The author collected a total of 532 pieces of abstract from major academic publications of Advertising, whose contents was mainly about Advertising Psychology. Furthermore, from aspects of Advertising and Standard of the Evaluation of Advertising Effectiveness, the author did literature analysis, illustrating general picture and characteristic of Advertising Psychology research in the 1990s on a multidisciplinary background.The result of research showed thatâ‘ from aspects of Advertising, the segments, which were arranged orderly according to the level of attention put by the researchers, were Advertising Effectiveness, Advertising Message, Advertising Media, Advertising Audience, and Advertising Communicator, in which advertising message, advertising effectiveness and their relation attached importance to the researchers.â‘¡In terms of Standard of the Evaluation of Advertising Effectiveness, the array was attitude, memory, purchase behavior, and attention, in which the attitude was the focus of research. In addition, this study subdivided the above catalogs, summarized the characteristic of subdivided catalogs and analyzed the reason why those researches would form these characteristic, put in a certain social and cultural background.