论广告创意的感性诉求

Perceptual Appealing from Creative Advertisement Plans

创意是广告的灵魂,广告创意是对广告作家能力的挑战,它要求广告作家要思考而不能只乞求于灵感,并要符合创意的基本要求。商业广告中的感性诉求是根植于受众的情感,为达到迎合受众情感的目的,提出了一些感性诉求广告创作的新思维及其遵循的一般原则。

Originality is the soul of an advertisement, which is also a challenge to the advertising writer. It requires advertising writers to think instead of only favoring inspiration. Commercial empathetic appeal is rooted in audience’s emotion. This paper studies how advertisement catering to audience's emotion and puts forward some new thinking in advertisement writing.