广告创意中的情与理

Emotion and Reasoning in Creativities of Advertisement

一个好的广告,除了有好的创意,还必须选用恰当的表现手法,这也是创作人员必须苦心经营的。广告创意应重视情与理的处理。广告创意中的“情”,以情感人,动之以情,带有一定的情感诱导性;广告创意中的“理”侧重于用事实说话,以理服人,情理交融,唤起受众的共鸣。

A good advertisement not only demands creativities but also to be with appropriate expressive methods. The emotion in advertisements has sentimental inducement to some degree by touching and playing on people＇ s emotions. The reason in advertisements lays particular emphasis on the truth in order to convince people.