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广告制作者在进行广告分类时,一般将各种广告划分为理性诉求广告和情感诉求广告两大类,这种技术性划分,是无可非议的。但是,在实际制作中是不可能将它们截然分开的。一段好的广告词,应该是理中有情,情中寓理,情理交融。然而,对于广告制作者来说,如何处理情感与理性之间的关系,却要根据广告内容而定,并非感情越浓烈,就越能打动消费者的心。因而广告作者应该以理性诉求为核心,以情感诉求为方法,方能使广告更贴近消费者。就广告写作的根本目的来说,能够使消费者由购买动机
When advertising agencies classify advertisements, they usually divide advertisements into two categories: rational appeal advertisements and emotional appeal advertisements. This technical division is beyond reproach. However, it is impossible to separate them completely in actual production. A good advertising phrase should be sentimental, emotional, and reasonable. However, for advertisers, how to deal with the relationship between emotion and rationality depends on the content of the advertisement. The stronger the emotion is, the more it will impress the consumers. Therefore, the advertisement writer should take the rational appeal as the core and the emotional appeal as the method to make the advertisement more close to the consumers. As far as the basic purpose of advertising writing is concerned, consumers can be motivated to purchase.