广告诉求与广告效果

The Appeal and Effect of Advertisements

广告效果分为“传播──记忆──态度──行动”四个阶段。广告诉求中的亲情、友情、爱情等人类共同追求的美好情谊，容易打开人们的记忆之门。商业广告不仅应告知人们有关商品的信息，更应告知商品本身对人们追求美好生活的意义。

The effect of advertisements may fall into four stages: communication, memory, attitude and action. Shared pleasant feelings such as kinship, friendship and love as contained in the appeal of advertisements make it easy to open the gate of human memory. Commercial advertisements should not only inform people of relevant commodities, but also convey the significance of such commodities in the human pursuit of happiness.