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广告宣传的核心是清晰准确的诉求,诉求是说服消费者的力量之一。能说服消费者的诉求种类众多,就是同一品牌或同一类别商品也存在怎样确立诉求的问题。香烟是一种特殊类型的商品,现在已禁止在大众媒体做广告,但在旧上海,香烟广告充斥于各种媒体,成为日用消费品中最引人注目的一类广告,无论是其广告量或是其广告水平都是名列前茅的。我们开展对20世纪20年代《申报》香烟广告的研究,看看《申报》是如何进行广告诉求的。1.从社交的角度进行诉求
The core of advertising is a clear and accurate appeal, the appeal is to convince consumers one of the forces. Many kinds of appeals that can convince consumers are the same brand or the same category of goods there is also the question of how to establish appeals. Cigarettes, a special type of commodity, are now barred from advertising in the mass media, but in old Shanghai cigarettes advertised in a variety of media became the most prominent category of consumer products, both for their advertising volume Or its advertising level are among the best. We conducted a study of cigarette advertisements in the “Newspaper” of the 1920s to see how the “Newspaper” advertised. 1. From the perspective of social demands