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《印刷界》似乎认为,只有等到许多年之后,我们才能“得到更多的启蒙”,因此,我们不要指望能够在不久的将来,就能够看到广告人从心理学那儿寻求指导。在1901年3月发表的《广告宣传》中,我们能够看到给人更多希望的预言。尽管每个人都期望有朝一日能够看到建立在心理学原理基础上的广告,但《广告宣传》一文的作者却希望在不久的将来,就能够看到这一天:“当广告人发现心理学知识无法估量的价值时,让广告建立在心理学原理的基础上,也就指日可待了。” 在这篇文章发表之前,还没有人试图以一种有用的形式,把心理学运用于商业世界。在那时的广告人眼里,心理学讲的纯粹是一些理论上的东西。它收录了大量让人读起来索然无味的技术材料。这种状况让商人们很难从心理学书籍中摘录出他们觉得比较有价值的部分。 几家比较有名气的广告杂志及广告机构,尝试着发起一项运动,通过这项运动,让那些既有知识、又比较务实的广告人,学到对自己颇有用处的心理学课题。他们所进行的尝试获得了成功,几位心理学专家在他们的激励下,开始研究这类心理学课题。一些心理学试验室也开始对广告做各种心理测试。对成功的广告实例,心理学家们着手进行详细调查及认真探讨。心理学家们在从方方面面对广告业进行研究的同时,有丰富知识和成功经验的广告人,则开始把精力花在对心理学的系统研究上。一个国家各个地方、各行各业的调查人员纷纷携起手来,去解决一直困扰那些想让自己的商品得到宣传的商人的问题。没过多久,有人就开始在广告俱乐部举办讲座,而讲座的主题正是广告心理学。美国与欧洲各国的广告杂志,不断刊登有关广告心理学的文章。最近出版的几本有关广告和商业推销的书籍,都或多或少地涉及这一主题。 实际上在过去的5年里,在不同行业的人们不断努力下,连那些乐观者也没有想到,广告业能够取得如此巨大的进步。如同制造业被迫把其注意力转向物理和化学,如同制造商的词汇包括了许多科学家们新近使用的术语,广告界已把其注意力转向心理学课题,而且许多以前只有那些专业心理学家才使用的术语,如今也常常被广告商挂在嘴边。 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