选择性心理是受众心理机制的一种，它直接影响着广告传播的效果。选择性心理是受众对信息的接受、理解和贮存而言的，它包括选择性接触、选择性理解和选择性记忆三层含义。在广告传播中，要针对受众的心理特性，运用选择性心理的规律，分析受众心理。运用相对的广告传播策略，不浪费广告资源，做到专业创新，从而达到广告传播的效果。取得传播的效果是动机也是目的所在。成功的广告传播就是让别人记住你所传播的内容。
关键词: 选择性心理 广告效果 受众
Selective psychology is an audience of psychological mechanism, it directly influences the effect of advertising.Selective psychology is to accept the audience, understanding and information storage, including selective contact, selective understanding and selective memory three meanings.In advertising, according to the psychological characteristics of the audience, psychological, using selective audience analysis.Use relative advertising strategies, advertising resources, do not waste innovation, so as to achieve the effect of advertising.The result is obtained spread motivation is also aim.Successful advertising is to let people remember what you spread.
Key words:Selective psychology Advertising effectiveness The audience
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