During the process of the consumers’contact with advertisements, thereare three stages or levels of psychological process: cognition, emotion and will. Will advertisement is the result of advertising concept about the will. Because Will advertisement can meet the needs of consumers’ self-realization, be more likely to form the brand loyalty and brand worship, and be adopted by more and more brands. Will advertisement usually focuses on those psychological elements which can communicate with consumers on the level of will from the aspects ofthe unique values, way of life, mental state, and so on.%消费者接触广告的过程中通常包含了认知、情感、意志三个阶段或层面的心理过程，意志型广告正是从意志层面进行创意发想的结果。意志型广告因为能满足消费者自我实现的需要，更易形成品牌忠诚和品牌崇拜，而被越来越多的品牌采用。意志型广告通常表现在对独特价值观、生活方式、精神境界等等能够引起消费者意志层面心理要素的诠释与表达。
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