广告文案写作绝不是单纯的文字设计艺术,而是说服的艺术,是设计人的感受与情绪的艺术,是对心理学理论的活学活用。本文从受众“目标情感”——文案作者预设的、受众阅读到文案时的感受和情绪的角度,结合两个生动实例,提出了广告心理学视域下,“目标情感”唤起的五个步骤和九种初步分类。 Advertising copywriting is by no means a simple art of word design, but an art of persuasion, which is the art of designing people’s feelings and emotions. It is a living application of psychology theory. From the viewpoints of audience “target emotion ” - the author of the copywriter and the feelings and sentiments when the audience reads the copywriting, this article puts forward two aspects of advertising psychology: "target emotion Evoke five steps and nine preliminary categories.