论感性诉求广告设计的新趋势及设计原则

The new trends and design principles of emotion-appealing advertisement

感性诉求广告是现代信息时代,商业广告中取悦消费者的重要法宝。现代感性诉求广告的形成,是在商品种类繁多,广告业日益繁荣,各种广告如雨后春笋般出现的背景下产生并发展的,它在消费导向上所起的作用远远超出其它非感性广告;因此,确立感性诉求广告的概念,研究感性诉求广告设计的新趋势及其应遵循的一般原则,对广告的发展和创新具有重要的意义。

Among all the commercial ads,emotional appealing advertisement is the most important magic weapon to please consumers in the modern information-based age.With the increase of goods and the booming of advertising industry,various advertisements spring up like mushrooms,modern emotional appealing advertisement is formed under this condition.The effect of it on the consumer-orientation is more than that of other non-emotional appealing advertisements.Therefore,defining emotional appealing advertisements,researching new trends and the general principles to be followed of the modern emotional appealing advertisement are meaningful to the innovative and development of advertisements in future.