理性广告创意方法及发展趋势探究

The Research on the Creation method of Rational Advertisement

理性诉求是广告中常用的一种创意方法,在广告中以传递产品在价格、质量、技术、功能等方面的优点为核心内容。理性广告中常用的表现手段有告白、证明、比较、问题解决、阐述原理、表现效果。理性广告的说理性强,但广告表现的吸引力较弱,因此当前广告创意表现出的一种现象即是理性诉求广告与感性诉求广告相结合。

Rational appeal is a commonly used method of advertising. The core content of the rational advertisement is to introduce the advantages of the product in the price,quality,function and other aspects. The common expressing means of rational advertisements are confession,proof,comparison,problem solving,introduction of theory,effects display. Reasoning of rational advertisement is very strong,but the advertising performance is unattractive. Therefore,the current phenomenon of advertising creativity is the combination of rational appeal and emotional appeal.