广告宣传的目的在于说服消费者购买产品。说服的方式有两种:一是直接的说服,即明确地陈述、表自产品的性能、作用及优点等,劝导消费者接受该产品,产生购买行为。但有时,直接的说服会带来负效应。有些广告虽声嘶力竭叫卖自己的产品,标榜它的种种优点,但消费者却无动于衷、冷漠待之,甚至产生“逆反心理”,怀疑产品性能的真实性,拒绝购 The purpose of advertising is to convince consumers to buy products. Persuasion in two ways: First, direct persuasion, that is, clearly stated in the table from the performance of products, functions and advantages, to persuade consumers to accept the product, resulting in buying behavior. But sometimes, direct persuasion can have a negative effect. Although some advertisements hoarse to sell their own products, flaunt its advantages, but consumers are indifferent, indifferent, or even produce “rebellious”, doubt the authenticity of product performance, refused to purchase