按流行教科书和诸多广告论著的观点,电视、广播媒体的优势为煽情性强,广告重在情感诉求,是以情取胜;报纸媒体的优势为说理性强,广告重在理性诉求,是以理服人。这种从媒体特征出发的观点有相当道理,但目前已难适应节奏变快的市场,也不符合消费者的接受心态,有必要商讨和修正。报纸广告同样应该将情感诉求置于重要地位,突破自身平面静止的局限性,重视以情取胜。 在经济全球化和产品同质化的大趋势下,各类广告越益成为企业在市场竞争中的重要武器。面对 According to the popular textbooks and many advertisements on the point of view, the advantages of television and radio media for sensationalism, emphasis on emotional appeal, is to win by love; newspaper media advantage that rationalism, advertising focuses on the rational appeal, is the reason Serve people. This point of departure from the media features quite reasonable view, but it is difficult to adapt to the fast-paced market, it does not meet consumer acceptance, it is necessary to discuss and amend. Newspaper ads should also place their emotional appeal in an important position, breaking through the limitations of their own plane and focusing on winning with affection. Under the general trend of economic globalization and product homogenization, all kinds of advertisements have become increasingly important enterprises in the market competition. face