“感性”诉求广告文案语言的美学风格

感性诉求广告主要以情取胜,深入了解受众的心理,采用温情的,幽默的,优美的,甚至威胁的语言来达到更好的劝说效果。广告语言因此在整体上呈现出一种辞藻华丽,婉约而又豪放的美学风格,并不失幽默风趣,向读者传达了深刻又富有哲理的含义。本文主要分析与总结了感性诉求广告语言的六种美学风格,我们发现相比较平实的理性广告语言,感性广告语言更具有艺术感染力与感召力。对广告创作者和英语学习者会有一定的实用价值。

Emotional appealing ads focus on the feelings of human being, which master the people＇s psychology to get better persuasion effects with soulful, elegant, humorous even threatening language. So the emotional appealing language appears the simple, elegant, and humorous language style and could convey the profound meanings. This thesis tries to analyze and conclude six kinds of aesthetic style of the emotional appealing ads language, and we find this kind of language is more effective than these plain rational ones. We think that it has the practical value to advertisers and English learners.