广告的AIDMA法则及其语言表现手段

Application of AIDMA Law to Advertisement Language

广告人可以参照AIDMA法则,采用有效的语言表现手段,吸引消费者的注意和兴趣,激发其购买欲望,使广告易于记忆,并最终促成消费者的购买行为。对广告语言表现手段的探讨依据消费者对广告宣传产品的反应顺序:认知处理—情感处理—购买行为来进行。

This paper explores effective linguistic means to represent advertisements in line with AIDMA Law, i.e. how to attract the consumers’ attention and interests, arouse their consumption desire, facilitate their memory of the ads, and finally inspire the consumption action. The discussion of the linguistic means follows the procedure of the consumers’ response to a given advertised product, cognition, affect and consumption action.