论广告的说服效果

To Discuss the Persuasive Effects of Advertising

广告的潜意识说服可以使信息在不被消费者觉察的情况下发挥作用,它可以使受众放松对广告信息的理性审查从而影响其购买行为。说服有中心路径和边缘路径,对广告主来说,通过中心路径达到说服效果是比较困难的。在广告说服的中心路径中,消费者对信息采取审慎的加工态度,如果受众发现所接收的信息与其原有的态度不一致时,他们最有可能对信息形成反态度,使说服的难度加大。在日益娱乐化的媒体环境中,广告说服使用边缘路径可发挥更大的作用,用自然的、令人愉快的方式来说服受众。

Subliminal persuasion of advertising try to deliver information in a way that audiences can receive them uncon- sciously. It can make audiences loosen the examination toward the advertising information and influence their purchasing behavior. There are two main routes by which people might be persuaded. One of these is called the central route to persuasion, another one is peripheral-route persuasion. It is difficult for advertisers to produce persuasive effects by the central route to persuasion, people scrutinize the message carefully and tend to think up many counterarguments. If audiences find the message is different from the position they hold themselves, they will develop a contra attitude against advertising message. In the increasingly infotainment of media environment, the peripheral-route persuasion can play a bigger role and persuade audiences in a nature and entertaining way.