从人类行为心理学的角度来看,人的分析决策不一定是完全理性的,很多时候会有一种潜在的感性因素溶在其中无法明确地割裂开来。

     美国人类行为心理学权威专家也曾经明确指出:谎言是人类的一种本能种习惯,即使是在毫无必要的情况下,人们也会控制不住地去撒谎。据海量数据统计,正常情况下,人平均每天至少有6次撒谎,否则身体健康也会受到一定影响,容易患上包括抑郁症在内的各种心理疾病。

      电视广告就是这样一种复杂而独具感性魅力的媒体:它充分利用着人类行为心理的弱点,综合一切可调动的视听因素,善意地用一种“商业谎言”来全方位地引导着人们的消费观念、购买行为乃至生活习惯。

     商业品牌标识如人,也存在着这样或那样的现实问题和潜在问题,所谓的商业谎言”并不是真正意义上的谎言,更不是虚假广告,而是指:要正确利用传播技巧、规避品牌的弱点问题,进而有效挖掘对消费者有利有益的商品信息,宣扬商业品牌正面、良性、积极的主张和态度,进行商业与消费引导。

     难怪萧伯纳会这样定义:“视听设计就是充分利用人生的艺术!”

       From the perspective of human behavioral psychology, people's analysis and decision-making is not necessarily completely rational. There is a potential perceptual factor in it, which can not be clearly separated.

      American authoritative experts in human behavioral psychology have also clearly pointed out that lies are a kind of instinct and habit of human beings. Even in unnecessary cases, people can't help but lie. According to massive data statistics, under normal circumstances, people lie at least six times a day, otherwise their health will be affected to some extent, and they are prone to suffer from various psychological diseases, including depression.

     TV advertising is such a complex and unique emotional charm of the media: it makes full use of the weakness of human behavior and psychology, integrates all the audio-visual factors that can be mobilized, and uses a kind of "commercial lie" to guide people's consumption concept, purchase behavior and even living habits.

     The so-called "commercial lies" are not lies in the true sense, let alone false advertisements, but refers to the correct use of communication skills to avoid the weakness of the brand, so as to effectively tap the beneficial commodity information for consumers, Promote positive, benign and positive ideas and attitudes of commercial brands, and guide commerce and consumption.

     No wonder Bernard Shaw defined it like this: "economy is the art of making full use of life!"