当前,由于公共关系领域的崛起,使广告的创作受到很大影响,从而导致在业界中流行起一种新的广告创意理念——感动营销。感动营销在电视广告领域的表现形式也就是感性诉求,它主要通过寻找产品与消费者情感体验的共鸣点,以此作为广告创意的诉求点,从而使产品从严重的同质化现象中脱颖而出。在过去,感性诉求广告多用于价格低廉的产品(毕竟这些产品价格便宜,很容易激发起消费者的购买欲望),而像汽车、电脑等高档产品则多采用理性的功能诉求(由于这些产品价格较高,消费者理所当然地更多考虑其功能及质量,其购买决策也显得较为理性)。但如今,这些原本适用理性诉求的产品也开始向感性诉求的方向发展。可以发现,感性诉求正逐渐成为当前电视广告创意的主流方向。 At present, due to the rise of the field of public relations, advertising creation has been greatly affected, leading to popularize in the industry a new concept of advertising - moving marketing. Mobile marketing in the field of television advertising is also a form of emotional appeal, it mainly through the search for products and consumer experience emotional point of contact, as a creative point of appeal, so that products from serious homogeneity stand out. In the past, perceptual appeal ads were mostly used in less expensive products (after all, these products were cheaper and could easily stimulate consumers’ appetite for buying), whereas more sophisticated products such as cars and computers were more rationalistic (due to the price of these products Higher, consumers take it for granted, more consideration of its function and quality, its purchase decision also seems more rational). Today, however, these products, which were originally intended to appeal to the rational, are also beginning to move forward in the direction of sensual appeal. It can be found that the emotional appeal is gradually becoming the mainstream direction of the current television advertising creativity.