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在广告创意设计中,准确的运用情感因素能够有效地与消费者心理产生共鸣,利用情感来刺激消费行为,使消费者对产品充分肯定。对于增强企业竞争力,提高企业品牌形象有着积极的作用。麦当劳作为世界餐饮业的巨子,可以说其广告创意中情感表达对其发展起到了不可磨灭的作用。在中国,麦当劳已经成为最受欢迎的餐厅之一。麦当劳的成功离不开其独特的广告的创意与宣传。因此,将广告与情感相结合,从人们的心理入手,更能打动消费者的购买心理,广告创意与情感因素相结合也是今后广告业发展的趋势。
In the creative design of advertising, the accurate use of emotional factors can effectively resonate with consumers’ psychology and use emotions to stimulate consumer behaviors so that consumers fully affirmed the products. For enhancing the competitiveness of enterprises, improve corporate brand image has a positive effect. McDonald’s as a giant in the world’s restaurant industry can be said that the emotional expression of its creative advertising has played an indelible role in its development. In China, McDonald’s has become one of the most popular restaurants. McDonald’s success is inseparable from its unique advertising creative and publicity. Therefore, the combination of advertising and emotion, starting from the people’s psychology, more to impress consumers purchasing psychology, creative advertising and emotional factors are also the future development of the advertising industry trend.