摘要: 在类似商品充斥世界的各个角落的时候,如何让消费者因为我们的商品建立好感,选择我们的商品?对消费者运用感性诉求广告吧!
论题:广告感性诉求接受方式研究
很自然的,自广告诞生到现在,广告为有形的和/或者无形的产品运用所有可以的方式劝说消费者选择和购买。在现今的很多情况下,运用感性诉求的广告,更突显出它的说服力。
当时代走到消费社会,卖方市场转向买方市场,产品全面过剩。我们最常做的事情之一就是购买,购买,购买!选择什么?某一类的商品中,哪一个才是更好的?或者更适合我的?去问以创造区隔为使命的产品/品牌广告吧!
我们需要注意到的是,为了刺激我们的欲望,广告的设计,正从以产品为中心逐渐转向以受众为中心。
大多数的广告把产品和令人愉悦的联想联系起来,例如:向往,高兴,满足,幸福,成功,拥有,爱情和友情等。更多的广告不再瞄准于理性的特性。它们出售感觉,而不再是用途。
感性诉求广告开始在现代广告中占据统治性的地位,它是否更具重要性了?更易于被受众接受?如果是的,那么何种感性诉求是最能达到效果的?
在以下的各个部分,我将就感性诉求作为非常有接受优势广告手法,以及它的有效创作方式进行论述:
广告的角色
“广告是一种可以扰乱你的神经系统,再把你弄得神魂颠倒的有毒气体。”?
广告在商品和消费者之间应起的作用
广告者,是商品与使用者以最短的距离作结合的情报工具。
努力做到让所需传达的讯息畅通无阻,以好记易懂的语言或视觉图象呈现,并希望创造偏好,对行销问题有惊人的解决之道。
广告表现诉求的两种方式
理性信息与感性信息
感性的情报的接收和接受速度较之理性信息要快,而且可能产生的怀疑,排斥和拒绝要少。
广告信息要到达受众,使受众接受,感性比理性有利。
认知——感知——偏好:理性述求和感性述求的分析和理解
由于商品的日趋同质化,以理性述求传达核心产品的优势来‘击倒’受众的可能越来越低,资讯在生活中的充斥,想要获取某种信息易如反掌。这使被动遭受信息轰炸的广告受众失去渐进了解直接信息的耐心。做不到‘直击’的广告已经失去先机。信息必须先披上迷彩服好潜入阻隔的围墙,改变被敌视的命运。于是感性述求开始显现优势。
当广告能拨动目标受众的某一条心弦的时候,商品的推销也同时成功了。
感性诉求的价值分析
让广告感性起来
感性的广告,感性的人
通过感性诉求赢得品牌忠诚
品牌,品的就是“感觉”
产品,消费者如何需要感性诉求
产品和感性诉求的关系
消费者与感性诉求之间的关系
感性诉求的接受原理
感性诉求的几种感情传达方式:
1、爱与关怀:
2、生活情趣:
3、自我观念与期许:
感性诉求结构类型:
a 温情型
b 幽默型
c 气氛型
d 故事型
e 戏剧型
f 恐惧型
g 悬念型
h 夸张型
感性诉求的作用特征
通过分析一些可以找出感性诉求特性因子的,比较成功的案例,希望能从中找出一些更能令受众接受和令受众更好地接受的感性诉求的作用方式,特性。 结语:感性诉求的广告表现之运用建议:受众接受的感性述求方式
Abstract: How do we keep consumers interested in buying our product when the very more similar products are all around? Create an emotional appeal with consumers.
Subject: The Study of the Acceptant Model of Emotion Appeal In Advertising
By it''s very nature, advertising exists to persuade through whatever means possible, for commercial and/or ideological "products". Nowadays, In many cases, this persuasion takes the form of an emotional appeal.
Since the days came to the age of consumption, and seller''s market turned to buyer’s market, the world full with products. One of the most frequent things we do is buy ,buy, buy! What to choose? which one of some kind is more well, or fits me? Just lie on the consciousness distinguish of the product/brand from ads.
We should call attention to the shift from product-centered ads to audience-centered ads designed to stimulate our desires.
Most ads link the product with pleasant associations, such as desire, joy, satisfaction, happiness, success, belonging, love, and affection. More and more ads are not aimed at rational transactions. They sell the feeling, not the using.
Emotional appeals make up the dominant characteristics of modern advertising. Is it more well? Is it more important today? Is it easier to let consumer accept? If yes, which kinds of emotional appeal will be sure?
It is this use of emotion appeal as a very effectual and creative tool in advertising which will be discussed in the following:
The role of advertising :
What can a advertisement do for product, consumer and marketing? It should be the shortest way to introduce product to consumer.
The two kinds of appeal mode of advertising :
There are two simply way to say: ”please choose our product”, they are rational appeal and emotional appeal.
Rational appeal: product-centered . The classical advertising model which introduce the capability of product as its differentiation to promote the product on the basis of their competitive advantages in a way that consumers would understand the believe.
Emotional appeal: audience-centered. Not informational but transformational character to let audience fall in love with advertising product. It through communicate messages, influence consumer attitudes and (in some cases) allow the emotion to serve as the product benefit.
Rational message and emotional message
Emotional message can take shorter time to arrive audience’s mind than rational message, because it can leap over the logic process.
Cognize to apperceive to partiality: the analysing and comprehending of rational appeal and emotional appeal
Purchase caused by partiality. Rational appeal effect cognize, emotional appeal effect partiality.
Significance Of Emotional appeal
Let Ad to be emotional
Emotional ads, emotional people
Brands are emotion-laden
largely purchase intention decisions/reactions often based upon emotions. We should emphasize the importance of studying emotions in advertising by concluding that the feelings consumers experience as the result of viewing ads correlate to such evaluative and action-oriented behaviors as ad liking, brand affect and purchase intention.
Products and consumers needs emotional appeal Ad
(Relationship Between products/consumers And Emotion appeal)
Almost every kind of products fits emotional appeal to distinguished by others.
More mature a product is, more emotional its ads are.
Who responds to emotional advertising? Of course, the short answer is everyone. People are more easily persuaded by emotional advertising than by rational appeal. Empathy toward the situations presented in emotional ads and as a result, view the brand more favorably than those other advertising based upon rational appeals.
Consumers buy products to fulfill both functional and emotional needs, and now gradually turns to less functional and much more emotional needs.
The accept principle of emotional appeal
Emotional appeals focus on love and solicitude, joie de vivre, self-idealization and expectation.
Frame styles of emotional appeal represent as warmth, humor, ambience, story, theater, fear, suspense and overstate.
Characteristic of effect of emotional appeal
From the discuss of some successful cases using emotional element, we can see some characteristic of effect of emotional appeal, to find out the kind of great idea of emotional appeal which acceptant by audience.
EPILOGUE: Advice to using emotional Ad: The kind of great idea of Emotional Appeal which consumers accept
绪论:
广告这项大众传播事业在我国实行市场经济的今天已日渐壮大。而在与国际广告业相比的前提下,还有很大的发展空间。我国争取成为世界多极化中的一极的努力已经初见成效,我国的经济发展速度已是全球关注的焦点之一。而广告业是经济发展很重要的组成部分。在我国已经加入WTO之后,融入世界经济的要求使广告业必须加快前进脚步,努力跟上全球的发展速度,加快规范化和专业性,更协助我国的经济事业的前进脚步。
作为一名广告学系本科学生,我们要为中国广告业的明天负起一定的责任。在学习近四年的广告专业知识后,对于“广告”理应有一个比较系统和具体的了解。而在学习前人理论理念的同时,也要充分理解,开拓创新。基于这样的学习积累和理解认知,我希望在这里提出一些自己的见解。
在接触了如此多的广告元素,以及广告的理论,观点之后,不仅也蠢蠢欲动想用对广告要点的分析和立论给自己的大学专业学习作出一份总结。
而基于能力精力有限,又了解广告的述求表现方式决定了广告呈现的方式,并对广告效果起着可以说是决定性的影响,我想就“广告感性诉求接受方式研究”这个话题展开论述。