从女性形象的变迁看广告中感性诉求的发展——以“超能女人”系列广告为例

The Development of Emotional Appeal in Advertisements from the Transitional Perspective of Women Images:A Case Study of the Serial Advertisements of“Chaoneng Women”

广告诉求方式中的感性诉求,因其独特的诱惑力,在如今消费过剩的时代背景下,日益受到广告商以及广告创作人员的青睐。"超能女人"系列广告在各大电视台以及网络上热播,引发了社会各界的争议,而这也预示了电视广告感性诉求开始悄然发生变化,不再把女性单纯的外在美或是爱情、亲情等作为主打牌,而是探究如何在广告创意与表现中把握更多样的角度和内容,这种感性诉求方式的发展将在很大程度上丰富广告的文化内涵。

In the age of surplus consumption the emotional appeal in advertising is increasingly popular with the advertising circle.The popularity of the serial advertisements of＂Chaoneng Women＂on TV and the Internet causes a heated debate in the society,which shows that the emotional appeal in advertising has focused on the multiple creation and expression of advertising,rather than on the beautiful female appearance,love or affinity.Such development of emotional appeal will greatly enrich the cultural connotation of advertising.