从“巴纳姆”效应到“丑元素”效应  

From Barnum Effect to "Ugly Element" Effect

作　　者：张毅莲[1] 

机构地区：[1]安徽大学新闻传播学院

出　　处：《广告大观（理论版）》2006年第5期92-94,共3页Journal of Advertising Study

摘　　要：本文首先介绍了心理学上的“巴纳姆”效应与商业传播的联系,然后指出现实商业活动中存在一种超“巴纳姆”效应的“丑元素”效应,随后分析“丑元素”传播魅力的深层原因。最后对商业传播中合理运用“丑元素”效应提出几点建议,以供商榷。By analyzing the application of the Barnum effect in psychics to commercial communication, it is revealed that there is ugly element effect other than the Barnum effect in daily commercial activities. The deep reasons that ugly elements produce fantastic results in communication are discovered. A few advices on the utilization of ugly element effect are proposed.

关 键 词：商业传播 巴纳姆效应 丑元素效应 

分 类 号：F713.8[经济管理—广告]