在广告策划过程中,策划者经常要面临的主要问题之一就是广告应该说什么,即广告主题是什么,这是整个广告策划的核心,历来备受广告主和广告策划者的重视。对于这一问题,广告业较为发达的西方国家,许多大型的广告公司都研拟或开发出自己的广告诉求决策模型,并将它应用于广告的实践之中。由于有了 In the process of advertising planning, planners often have to face one of the main problems is what should be said that the ads, that is, what is the theme of advertising, which is the core of the entire advertising plan has always been advertisers and advertising planners attention. For this issue, in the western countries where the advertising industry is more developed, many large advertising agencies have developed or developed their own advertising appeal decision-making model and applied it to the practice of advertising. Because of it