广告诉求的心理基础与语言策略

Psychological Basis and Verbal Tactics of Ad Expression

依照马斯洛的“需要层次理论” ,消费者购买的商品多数用来满足自己的某种需要 ,所以撰写广告语篇时必须要考虑消费者不同的心理状况 ,努力找到切合消费者需要的诉求点 ,以期有效地激发消费者的购买动机。这里凸显出语言的第三大功能———影响功能。

According to Maslows theory of need strata, a commodity a consumer buys generally meets a certain need. The writing of an ad text should accommodate different psychological needs of consumers, making it an appeal to them, so that their motivation of purchase can be triggered. This shows the 3rd function of language—the affecting function.