在现代的消费形式下,如果在电视广告的表现中能充分注重并恰当利用人的情感,通过富有人情味的广告诉求,营造出激起人们情感的氛围,就必然能深入人心,产生共鸣。许多成功的广告创意,都是在消费者的情感方面大做文章,从而脱颖而出的。因此,情感诉求在电视广告中的表现是必不可少的。广告的情感诉求越多,越具有人情味,就越能赢得消费者的情感共鸣,越能打动消费者,吸引消费者,激发他们的购买行为。 Under the modern form of consumption, if people can fully exert their emotions in the performance of television advertisements and create an atmosphere that stimulates people’s emotions through the appeal of rich-person advertisements, they will inevitably penetrate into people’s hearts and resonate with each other. Many successful advertising ideas, are in the consumer’s emotional big fuss, which stand out. Therefore, the emotional appeal in television advertising is essential. Advertising more emotional appeal, the more humane, the more you can win the emotional resonance of consumers, the more able to impress consumers, attract consumers and stimulate their buying behavior.