广告诉求策略:理性与感性的融合

Advertisement Strategy: the Amalgamation of Nous and Sensibility

在科技———人文日益结合的信息时代 ,面对“理性越高 ,感性越个性化”的消费者 ,广告如何取得最大化的效果呢 ?文章根据理性与感性的规律 ,评析了国内广告市场上的两大现象 ,同时从广告内容、形式、符号和消费者角度对理性与感性的融合作了浅析。又从罗斯特和珀希 (R P)

In the information era with the character of a rising combination of science and humanity, how can advertisement industry gain its maximum effect (f acing the customers who demand more individuated sensibility as they have more n ous)? Based on the theory of nous and sensibility, this article analyzes and app raises the two major phenomena in the domestic advertisement market , and explai ns the amalgamation of nous and sensibility from the aspects of content of ads, form of ads , ads symbol and consumers. Also the paper explores the difference of the status of nous and sensibility in their amalgamation from the aspect of t he internet.