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情感是人的一种特有的高级情感,情感在审美活动中最为重要。评价品牌影响力的重要依据是品牌对消费者心理和情感的影响效果。品牌的塑造必须要符合消费者的心理与情感特征,必须要满足消费者的心理和情感需求。因此,本文认为现代品牌诉求的目标应该从产品转向消费者,通过情感打动消费者,把人类共通的情感注入到商品之中,使公众在情感的体验、想象、享受中自觉地接受商品;利用消费者情绪和情感活动规律,通过诉求心理需求的情感内容,进而达到诱导购买的目的。
Emotion is a kind of unique senior emotion, emotion is the most important in aesthetic activities. An important basis for evaluating brand influence is the effect of the brand on consumer psychology and emotion. The shape of the brand must meet the psychological and emotional characteristics of consumers, consumers must meet the psychological and emotional needs. Therefore, this article argues that the objective of modern brand appeal should shift from product to consumer, impress consumers through emotion and infuse human common emotions into products so that the public can conscientiously accept the products in emotion experience, imagination and enjoyment; Consumer sentiment and emotional activity patterns, through the emotional content of the demand for psychological needs, and thus achieve the purpose of inducing the purchase.