一切文学艺术的基本特征是情感。“感人心者,莫先乎情”、“情动于中而形于言”。广告作为一种艺术也不例外。许多成功的广告实例表明,富有情感色彩和人情味的广告更有感染力,更易受到人们的欢迎和接受。一般来说,一则广告的显示,消费者可能有两个方面的反应:认知反应和情感反应。前者是对广 The basic feature of all literature and art is emotion. “Motivational people, Mo first love”, “Love moves in the shape of words.” Advertising as an art is no exception. Many successful advertising examples show that emotional and human-oriented advertisements are more appealing and are more easily welcomed and accepted by people. In general, the display of an ad may have two reactions to consumers: cognitive responses and emotional responses. The former is widely