浅析商品包装广告对购买决策的影响  

Analysis of The Influence of Commodity Packaging Advertisement on Purchasing Decision

作　　者：曾慧 张诗浩 蒋海云[1] 吴若梅[1] 罗聃 李曼川 ZENG Hui;ZHANG Shi-hao;JIANG Hai-yun＊;WU Ruo-mei;LUO Dan;LI Man-chuan

机构地区：[1]湖南工业大学包装与材料工程学院,株洲412007

出　　处：《绿色包装》2018年第11期65-68,共4页Green Packaging

基　　金：全国包装广告基地项目(No:17 JDXMA01;17 JDXMB08)

摘　　要：商品包装作为一种广告传播媒介将商品信息进行创造性表达,并用无声的方式与消费者进行视觉沟通。这种被动式、间接的广告形式更具有说服力和亲和力,在改变消费者购买行为的态度中起着至关重要的作用。本文总结了包装广告传媒效应的作用和特点,对影响消费者购买决策的因素进行分析,并针对包装广告所引发的社会效应提出见解。Commodity packaging is used as an advertising medium to creatively express productinformation and visually communicate with consumers in a silent way. This passive, indirect form ofadvertising is highly persuasive and approachable, which plays a vital role in changing the attitude ofconsumer buying behavior. This paper sums up the function and characteristics of the media effectof packaging advertising, analyzes the factors which affect the consumer’s purchasing decision, andprovides insights on the social effects caused by the packaging advertisement.

关 键 词：包装广告 传播媒介 视觉沟通 购买决策 社会效应 

分 类 号：TB482[一般工业技术—包装工程]