综观中国电视广告发展轨迹,在20世纪90年代中期之前,中国的电视广告侧重沿用传统的理性诉求,定位于受众的理智动机,通过真实、准确、公正地传达企业、产品、服务的客观情况,使受众经过概念、判断、推理等思维过程,理智地做出决定。这种诉求方 Looking at the development of Chinese TV advertising, before the mid-1990s, China’s TV commercials focused on following the traditional rational demands and positioning on the audience’s rational motives. By truly, accurately and fairly conveying the objective conditions of enterprises, products and services, So that the audience through the concept, judgments, reasoning and other thinking process, make a rational decision. This appealing party