在当今竞争日益激烈的市场环境中,随着产品的同质化程度愈来愈高,产品在性能、质量和服务上的差异化程度已越来越小,难以形成比较优势。产品功能性的益处已无法跟上和满足消费者在情感性益处上的需求。因而,品牌情感诉求因已成为竞争的焦点而受到广告客户与广告经营者的青睐,越来越多的广告人致力于挖掘广告中的“情感美”。 In today’s increasingly competitive market environment, as the homogeneity of products becomes higher and higher, the differentiation of products in performance, quality and service has become smaller and smaller, making it difficult to form a comparative advantage. The benefits of product functionality have been unable to keep up and meet the emotional emotional needs of consumers. Therefore, the appeal of brand emotion has been favored by advertisers and advertisement operators because of the competition has become the focus, more and more advertisers are dedicated to mining “beauty of emotion ” in advertisements.