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仔细观察一下当前国内广告环境,不难发现一个非常奇怪的现象,情感诉求成为了主流。无论是国际品牌,还是国内品牌,都在煽情;不管是品牌广告,还是应景广告,甚至是平面广告,都是在说情,微电影就更不用说了。除此之外,2014年的央视推出的春节公益广告,更是将情感表现的淋漓尽致,看得人潸然泪下。似乎商业广告和公益广告在诉求上实现了高度并轨,这就不禁令人产生疑问。时下,为何品牌广告都采用情感诉求呢?
A closer look at the current domestic advertising environment, not difficult to find a very strange phenomenon, emotional appeal has become the mainstream. Whether it is an international brand, or domestic brands, are sensational; whether it is brand advertising, or scene ads, or even print ads, are talking, micro-film not to mention. In addition, the CCTV launched in 2014 the Spring Festival public service ads, but also the most vividly emotional, see people shed tears. It seems that commercial advertising and public service ads in the pursuit of a high degree of integration, which can not help but cause for doubt. Nowadays, why brand advertising uses emotional appeal?