化妆品广告说服技巧研究——以电视广告为例

Research on the Persuading Skills Applied in Cosmetic Advertisements

化妆品行业对广告有着很强的依赖性,其原因主要在于广告的商业作用,即树立品牌形象,提高知名度,增加销量。广告能促进销量,与广告所使用的说服技巧大有关系。一个好的广告,一定是能够潜移默化地说服观众心理,引起观众消费行为的。

Cosmetic industry depends too much on advertisements. The reason lies in the commercial functions of advertisements, including setting up brand images, enhancing fames and increasing sales. That advertisements can promote sales is mainly related to the persuading skills applied in them. An outstanding advertisement must be able to make the audience convinced unconsciously and make them consume.