Vol.4 No.5 (October 2014)
The Construction of Innocent Prototype in Advertising Marketing
In the era of the experiential consumption, paying attention to consumer’s inner experience has become a essential strategy in marketing. And in the present moment with so much passion and pressure, finding back simple fun and getting the comfortable shopping experience with personal consumption concept also become important emotional attraction for many consumers. In this background, this paper analyses the connection between the innocent prototype and some current consumer behavior characteristics, which helps to explore how to ingeniously use this prototype in advertising and marketing to cater this trend so as to attract consumers’ attention and improve products’ brand image.
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