服装品牌平面广告诉求构成因素的理论研究

Theoretical Research on Appeal Brand Print Advertisement Appeal Component Factor

广告诉求在广告学中是个非常重要的概念。广告必须了解受众的心理特点及心理规律,采取恰当的广告诉求,吸引目标消费者。本文通过分析研究,清理得到平面广告诉求的理论构成因素:广告信息和广告诉求方式。并根据服装品牌的特性,提炼出服装品牌平面广告诉求的理论构成因素,为服装品牌平面广告诉求构成因素的研究奠定了基础。

Advertisement appeal is an important concept in advertisement. Advertisement must know audience＇s psychological characteristics and laws to take appropriate advertisement appeal to attract target consumers. By analysis and research this paper clarifies print advertisement appeal theoretical component factors： advertisement information and advertisement appeal methods and basing on apparel brand characteristics ab- stracts apparel brand print advertisement appeal theoretical component factors, and finally lays down solid foundation for further research on apparel brand print advertisement appeal theoretical component factors.