浅析广告活动中广告受众的情感因素

Simple Analysis of Ad-receivers’ Affection Factors in Advertising Activities

人作为人而言有着丰富的情感,人是情感的存在。广告活动对受众的情感有重要的影响力,如情感记忆唤醒、情感感染与移情、情感的沟通与说服等。在受众对广告的情感反应模型中,受众的情感反应和认知反应共同作用于受众对产品的态度,并影响他们对产品的取舍。对广告受众情感的不同诉求点进行讨论,从而指出广告的情感因素在广告活动中具有重要意义。

One as a human being who has abundant emotions and a person is in existence of affection. Advertising activities have significant influence on ad-receivers＇ affection as awakening emotion recollection, emotion infection and emotion movement, emotional communication and persuasion and so on. In the model of affection responding, the ad-receivers＇ affection reaction and cognition act together on their attitudes of products and effect their acceptance or reject to products. Discussing on different seeking points of ad-receivers＇ affection, we can say that emotion factors of advertisement play a very important role in advertising activities.