现象学视野下感性诉求广告文案的设计

The Design of Perceptual Appeal Advertisement Copy from the Perspective of Phenomenology

结合现象学相关理论,通过分析典型广告案例,从浸润、共情、凝聚三个层面来解析消费者对产品从了解到购买再到自传播的过程,并在案例分析中提出感性诉求广告文案设计的思路与方法,即:构建情感浸润的情景场;让消费者在情感共鸣中产生消费预期;在互动参与中凝聚广告主客体情感,引发自传播。

Combined with the phenomenological theory,through the analysis of typical advertising cases,from the three levels of infiltration,empathy and cohesion,this paper analyzed the process of consumers'understanding,purchase and then self-communication for products,and put forward the design ideas and methods of perceptual appeal advertising copywriting during analyzing cases,that is,to construct the scene field of emotional infiltration;to let consumers produce consumption expectation in emotional resonance;to interact with each other in the process of participation so as to condense the emotion of the subject and the object of the advertisement,which leads to self-communication.