在产品同质化越发严重的市场环境下,特别是饮料品类,许多广告避而不谈功能区别,将差异性转向感性诉求,更多地挖掘消费者心理层面的需求,衍生出各种生活态度与性格特质,但结果却喜忧参半。原因有二:一是无法清晰地表诉所建立的态度;二是将感受强加于消费者。眼前是一则“农夫山泉”所谓情绪饮料的新品广告,似乎是 In the increasingly homogeneity of the product market environment, especially the beverage category, many advertisements to avoid talking about functional differences, the difference turned to the emotional appeal, and more to tap the psychological needs of consumers, derived from a variety of life attitude And personality traits, but the result is mixed. There are two reasons: First, the attitude can not be clearly stated in the statement; the second is to impose feelings on consumers. In front of a “Nongfushangquan” so-called emotional drinks new ads, it seems