幽默:恐惧诉求突破接受困境的钥匙——基于社会心理学视域的分析

Humorous: Key for Fear Appeal to break through the Predicament of Acceptance——Analysis based on the view of social psychology

恐惧诉求虽然具有较为强烈的震撼性,但也会造成广告受众的反感。在广告劝服中使用恐惧诉求,具有两个尖锐的矛盾,一是恐惧的程度与广告受众心理承受能力之间的矛盾,二是消除恐惧的内容与恐惧主题之间的矛盾。解决这些矛盾,突破恐惧诉求的接受困境,需要借助幽默。从幽默的心理接受机制出发,分析其在恐惧诉求广告中的使用。

Although fear appeal has violet impact,it may bring about repugnance of advertising audients.To use fear appeal in advertising persuader,it has two sharp contradictions： one is the contradiction between degree of fear and psychological bearing capability of advertising audients,another is between contents to eliminate fear and theme of fear.To resolve these contradictions and break through the Predicament of Acceptance,we should use humorous.From the mechanism of psychological Acceptance,analysis the use of humorous in fear advertising.