情感广告有助于区别同类产品。随着市场上同类产品在特性上非常接近,广告主已无法给予消费者任何分辨得出的、或者有实际意义的产品特性、特点。因此,很难以理性诉求突出其品牌,或与竞争品牌相区分。两种相同或相近的产品,由于广告诉求的情感不同,在消费者眼中也就成了两种不尽相同的产品;情感广告有助于说服消费者购买广告产品。随着物质的丰富,商品种类的增多,以及人民生活水平的提高,消费者已不再把产品特性看作是高于一切的购物标准,转而追求购买和使用商品时感情上的满足。这时,如果广告仍是以信息为基础的理性诉求,对许多产品或服务来说,已很难引起消费者对广告产品的购买兴趣。研究表明,消费者的许多购买决定是建立在感性或情感基础上的。也就是说,只有用诉诸于其情感的广告才能满足消费者的真正 Emotional advertising helps distinguish between similar products. With the similar characteristics of similar products in the market, advertisers can no longer give consumers any distinguishable or practical product features and characteristics. Therefore, it is difficult to highlight its brand with rational appeal or to distinguish it from competing brands. Two kinds of the same or similar products, because of the different emotions of the wide appeal, in the eyes of consumers has become two different products; emotional advertising helps persuade consumers to buy advertising products. With the abundance of substances, the increase in the variety of goods, and the improvement of people’s living standards, consumers no longer regard product characteristics as a shopping criterion above all else, but instead seek emotional satisfaction when purchasing and using goods. At this time, if advertising is still a rational appeal based on information, it is difficult for many products or services to cause consumers to purchase interest in advertising products. Research shows that many of the purchase decisions of consumers are based on emotional or emotional foundations. In other words, only the ads that appeal to their emotions can satisfy the real consumer.