论广告的情感诉求

发布时间：2018-05-17 06:16

本文选题：情感诉求 + 广告心理　；参考：《苏州大学》2005年硕士论文

【摘要】：广告诉求方式对于广告效果来说十分重要,什么样的诉求方式决定了什么样的广告效果。广告有多种诉求方式,但归根结底有两大类,一是感性诉求,另一是理性诉求。在感性诉求中,尤以情感诉求最为重要。情感诉求的基本规律是怎样的?它有什么内在的决定性因素?长期以来广告界没有深入对其内在机理进行系统研究。心理学关于情感心理学的研究已经相当深入,但对于广告中的情感诉求的研究尚存在很多的不足,本文认为,研究广告中的情感诉求有利于揭示广告影响受众的内在规律和根本原因。文章论述主要集中在广告诉求的多种形式,广告情感诉求的特点、广告情感诉求的心理特点、社会根源,广告诉求的情感类型以及广告情感诉求的基本策略和方法。论文认为:广告通过情感诉求的表达方式,诉求商品的特殊价值,激起受众对情感的认同,吸引目标消费群购买商品。所以创意的关键是使情感成为商品和消费的一部分。并能赋予商品新的性质或者丰富原有的内涵。因此,广告设计人员必须对商品进行准确地分析,恰当的定位,合情合理的情感表达。另一方面,更富有意味的是广告中的情感对社会文化的影响作用。广告通过情感的宣泄来修饰广告商品、传递商品信息、对受众进行心理重构。目的在于撩拨起受众的想象和联想,产生想象性满足的快感。广告中的情感诉求在广告中屡试不爽,虽然只是一种表现手法,同时也是一种文化现象,值得我们注意和探讨。
[Abstract]:Advertising appeals are very important for advertising effectiveness. What kind of appeals decide what kind of popularity?
There are many ways of appealing, but in the final analysis, there are two broad categories, one is emotional appeal, the other is rational action.
In emotional appeals, emotional appeals are most important. What is the basic law of emotional appeal? What does it mean?
In the long run, the advertising industry has not systematically studied its internal mechanism.
The research on affective psychology has been very thorough, but there are still many researches on emotional appeals in advertisements.
This paper argues that the study of emotional appeals in advertisements is helpful to reveal the inherent laws and fundamental influences of advertisements on audiences.
Reason.
The article focuses on the various forms of advertising appeal, the characteristics of advertising emotional appeal, and the emotional appeals of advertisements.
Psychological characteristics, social roots, emotional types of advertising appeals and basic strategies and methods of advertising emotional appeal.
The thesis holds that advertising appeals for the special value of merchandise through the expression of emotional appeal, arousing the audience's emotion.
Identify and attract target consumers to buy goods. So the key to creativity is to make emotion a part of goods and consumption.
And it can give the commodity new nature or enrich the original connotation. Therefore, the advertising designer must make sure of the commodity.
Analyze accurately, properly position, and make reasonable and reasonable expression of emotion.
On the other hand, what is more meaningful is the influence of emotion in advertisements on social culture.
The purpose of this article is to modify advertisements, convey commodity information, and reconstruct the audiences' psychology.
Imagination and association produce the pleasure of imaginative satisfaction. The emotional appeals in advertisements are often tested in advertisements, though
It is only a way of expression, but also a cultural phenomenon, which deserves our attention and discussion.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F713.8

【引证文献】