刘超齐论文定稿2.doc

毕业论文
题目名称:论情感元素与广告的融合
院系名称:国际教育学院
班级:市场营销081班
学号:200896324103
学生姓名:刘超齐
指导教师:赵卫红
2012年4月
论文编号:200896324103

论情感元素与广告的融合
On the Emotional elements
and Intergration of
Advertising
院系名称:国际教育学院
班级:市场营销081班
学号:200896324103
学生姓名:刘超齐
指导教师:赵卫红
2012 年 4月
摘要
在情感缺失的现代,一个好的感性诉求型广告可以让人们这种缺乏的情感得到慰藉。在现代社会人们的需求观念已不再停留于仅仅获得更多的物质产品,以及获得产品本身,而是越来越多是出于对商品象征意义的考虑,也就是为了商品的象征功能而购买。在购买者的眼中,商品不再是某种物的符号,从某种意义上说,更是一种与他们的个性、地位、品位联系在一起精神上的符号,人们购买这种商品不仅仅是因为它有用,而且是为了显示自我和与众不同,从而追求心理上的满足。感性消费需要情感广告。因为情感广告诉求能最大限度地满足消费者的情感需要与张扬个性。凡是契合目标消费群情感的广告,其品牌很容易产生强大的亲和力和诱惑力。情感广告的说服作用具体表现在,积极性的情感反应会导致对广告中特定商品或服务的积极态度。也就是说,一则令人兴奋或充满亲切感的广告会使受众产生美好的联想,从而对该广告的商品或服务产生好感。
本文,首先通过对情感元素融于广告的心理学基础进行研究,然后介绍了情感元素运用于广告中所产生的效果,介绍了几种运用于广告的典型情感元素并结合案例分析了将情感元素融于广告的具体措施。
关键词:情感元素情感诉求情感广告
Abstract
In the emotional loss of the modern , a good emotional appeal of this type of advertising can make people lack the emotional solace . In modern society the concept of people’s need are ni longer stop at just access tomore material goods , and access to the product itself , but more and more out of symbolic goods , that is , the symbolic function in order to buy goods . In the eyes of buyers , trade is no longer a matter of symbols , in a sense , it is their personality , status , taste linked to mental symbols , not people buy this product because it is useful , but also to show themselves and different , so the pursuit of pyschological satifaction . Emotional advertising emotional consumer needs . Because emotional advertising appeals to satisfy the consumer’s emotional needs and individuality . Those who fit the target consumer group emotional advertising , the brand is very easy to have a strong affinity and attraction . Specific emotional persuasive advertising is reflected in the positive emotional response will lead to specific goods or services advertised a positive attitude . In other words , an exciting or full of the intimacy of the advertising will make the audience have a good association , and thus