Study On Television Commercial Influence On Consumer Purchase Behavior

Since 1979, television advertisement shows a trend of diversity, variety of products based on selling appear in front of our eyes, The continuous development of economy and the progress of science and technology let television commercials entered the era of development. Large number of enterprises increases. Brands of various enterprise are strong and economic products are stability, development, which let television commercial market expanding.The international market and domestic market opening brings us a huge development. Through television commercial to promote marketing of various kinds of products. A lot of TV media invest a lot of cost to attract advertisers, but we ignored the most important part of the advertising design, namely, television advertising mass are consumers. As a television commercial designer so close to the customer, meet the demand of consumer heart, arouse consumers subconsciously demand for goods, cause consumer consumption desire.The paper mainly from four aspects study the impact on television commercials to the consumers purchase, the first part mainly introduces the origin, development and characteristics of television commercials. The second part introduces the development trend of the TV commercials, focus on analyses the characteristics, advantage, disadvantage of television advertising.The third part introduces the characteristics of the consumer purchase, including related overview and causes of customers purchase.The fourth part take Yanbian TV commercials for example,detailed analyses the design of advertising products, through questionnaire to further understand the needs of the consumers, the final concludes the results,and confirms that the influence of TV commercials on consumer purchase behavior.Innovation point of this article is through the analysis of the status quo of yanbian TV commercials,to improve the current television advertising design, meet the demand of consumer heart, arouse consumers’ subconscious demand for goods, cause consumer desire for the final commercial purposes. Secondly, according to some of the Yanbian television commercial products, find out the influence factors of the lowest sales,study countermeasures and achieve higher sales.