论文部分内容阅读
目前,广告的制作已由简单外在的信息传递转向复杂内在的信息传送,特别是注重掌握人的心理活动规律,对消费者发动心理攻势,由此,出现了以体现、交流、激发消费者的感情为中心的发展趋势。 以传达情感为中心的广告宣传明显地区别于理性广告,它所表现的不再是纯粹的实在的商品,而是更多地融入了人的思想情感、意志气质,从而使其成为一种“情化”商品。这种“情化”犹如一股流动的汁液,或浓或淡,微妙而迅速地作用于消费者。其情感传达质量的高低,直接影响着广告效果由认知——态度——行动的层次推进。提高广告情感传达的质量,首要的是蕴含真善美的情感,传达真善美的情感,在追求真善美的进程中,与消费者的感情产生共鸣。
At present, the production of advertisements has shifted from simple external information transmission to complex internal information transmission. In particular, attention has been paid to grasping the laws of people’s mental activities and launching psychological offensives for consumers. As a result, they have emerged to reflect, stimulate, and stimulate consumers. The emotional centered development trend. Emotional-centered advertising is clearly distinguished from rational advertising. It expresses no longer purely real goods, but rather integrates people’s thoughts, emotions, and temperament, thus making them a kind of “ “Commodity” goods. This “sentiment” is like a flowing sap, either thick or light, acting subtlely and quickly on the consumer. The quality of emotional communication directly affects the effectiveness of advertising from the cognitive-attitude-action level. To improve the quality of emotional communication of advertisements, the most important thing is to embody the feelings of truth, goodness, and beauty, convey the emotions of truth, goodness, and beauty, and resonate with the feelings of consumers in the process of pursuing truth, goodness, and beauty.