论文部分内容阅读
就内容而言,可大体把广告诉求法分为诉诸理智与诉诸情感两类。究竟哪类方法较有效果,广告界至今尚无定论。日本的广告心理学专家川胜久说:如果市场上对某一商品或服务的需要十分迫切,消费者的欲求十足,则广告应采取诉诸理智的方法;反之,如果需求滞涩,就只能诉诸情感。美国著名的制鞋企业高浦勒斯公司总经理弗兰西斯认为:市场竞争的初级阶段主要是依靠价格取胜,接着
As far as the content is concerned, the broad appeal method can be generally divided into two categories: appealing to reason and appealing to emotions. Which kind of method is more effective, the advertising industry has not yet been conclusive. Japan’s ad psychology expert Chuan Shengjiu said: If the market is very urgent for the needs of a certain product or service, the consumer’s desire is full, then advertising should resort to rational methods; otherwise, if the demand is astringent, only Can appeal to emotions. Francis, general manager of the famous American shoe-making company Goreus, believes that the primary stage of market competition is to rely on price to win, and then