Content Construcion And Path Selection Of Subconscious Advertising

Research has shown that the subconscious mind is 30,000 times more powerful than the conscious mind,and if advertising is to have a greater effect,the subconscious mind must be used.Subconscious advertising can increase the audience’s evaluation of advertising information,induce the audience to give priority to advertising products,and promote the audience’s understanding of advertising information.And these effects can be obtained economically without the need for an excess advertising budget,which is the practicality and ease of use of subconscious advertising.However,at present,there is a misunderstanding of "sexually suggestive advertising" in the industry of subconscious advertising.Compared with foreign countries,the domestic academic research lags behind,and there is a lack of systematic and theoretical special research.Therefore,this paper uses the interpretive research method with the rooted spirit,and establishes a theoretical system for the production and dissemination of subliminal advertising on the basis of inductive analysis of empirical data.The research provides a clear and complete research picture,opens the research perspectives and enriches theoretical content for advertising communication research.Focusing on the core issue of "how to produce content creatively in subconscious advertising and apply it to dissemination",this paper concludes the content construction method of subconscious advertising :subliminal stimuli as the main method of subconscious advertising can use smile expression packs and facial images.Ways to create emotional infection,increase the audience’s emotional preference,or use the hidden brand symbols or motivational instructions to induce the audience to enhance the possibility of brand memory and choice;subliminal advertisements with meaning metaphor as the main method can use the similarity of pictures and texts and the innovative reference of symbols can create meaningful associations and imaginations,thereby increasing the audience’s processing and memory of advertising information;embedded advertising with implantation as the main method can deeply embed publicity points into film and television content through the "implantation matching" model,it is beneficial to increase the audience’s in-depth understanding of brand culture and product value and establish a closer quasi-social relationship with the audience.However,subconscious advertising also has many limitations such as motivation fit,time limitation and individual differences.Therefore,in order to cope with the insufficiency of subconscious advertising in separate communication,this paper proposes to establish a communication chain under the idea of integrated marketing communication to form a subconscious advertising communication path: The "SM+" model that makes up for the fit of motivation is a path based on the traditional AISAS model to use scenarios to create corresponding motivations;the "loyalty contract" framework that makes up for the limited time is to increase relationship stickiness through content and interactive participation.The way to extend memory availability and enhance loyalty;the "dynamic matching model" that makes up for individual differences is based on the deep integration of MFBC model with artificial intelligence big data and other technologies,according to audience division and data portrait orientation production subconscious The path of advertising screen for accurate communication.Finally,as a communicator,we should also realize that there are ethical norms that urgently need to be clarified in the production and dissemination of subconscious advertising.