试论商业广告的感性诉求

Exploratory Study on Sense Recounting of Commercial Advertisement

在如今这个同质化商品竞争愈演愈烈的时代,消费者的需求正在发生重大转移,即由物质利益为主逐渐转向以精神和心理满足为主。为适应这一变化,现代商业广告越来越多地针对消费者的心理和精神需要,采用感性诉求和软性手法来打动消费者。本文对商业广告中常用的情感、幽默、关怀、个性和美感等感性诉求手法进行了分析,重点论述了这些诉求手法的心理基础和广告效果。

At present the commodities with same quality are competing more and more seriously, and consumer＇s demand is changing from material benefit to getting the satisfaction of spirit and psychology. Aiming at this change, modern advertisement uses sense recounting and soft manners to move the consumer. This article analyses the usual sense recounting manners, such as feeling, humour, care, individuality and aesthetics, and expounds their psychological ground and the advertisement effect.