广告说服方式的作用机理探析

The Analysis of Advertisement Persuading Mechanism

首先基于ELM模型、关注度概率模型和低参与度学习理论,总体概括了广告说服产生作用的过程,然后分别对三种主要说服方式——说理、情感、代言的作用机理进行了阐释,同时分析了它们各自优缺点和适用条件。

This study first puts forward a general ruction process of advertisement persuading based on the ELM model, probability of attention model and low-involved learning theory. Then it explains the functional mechanism of three persuading methods,argument, sensibility and proloc- utoring. It also analyses the metits,defects and applying conditions of each.