情感诉求是广告诉求两大基本方法之一。情感诉求在特定的情境下、针对特定的商品往往比硬推销的理性诉求广告效果更强。本文旨在从心理学的角度,分析情感诉求广告在消费决策过程中所起的作用,以及这种作用的深层原理,继而进一步研究在广告中情感诉求的内容和方法。 Emotional appeals are one of two basic approaches to advertising appeal. Emotional Appeal In certain situations, targeting specific products tends to be more effective than the hard-appetite for rational appeals. The purpose of this paper is to analyze the role of emotional appeals advertising in consumer decision-making process and the underlying principles of this role from a psychological point of view, and then further study the content and methods of emotional appeals in advertisements.