略谈广告的“情感诉求”万忠群在许多场合下，消费者的需要，处于笼统、朦胧的状态，这种未被意识到的需要，称为潜在需要。对于潜在需要的意识，通常情况下需要“唤醒”。广告的“唤醒”作用，主要靠“信息诉求”。“信息诉求”与广告内容的恳求含义有关，是请求受众对广... Speaking of the “emotional appeal” of advertisements, Wan Zhongqun has, in many occasions, the needs of consumers in a general and embarrassing state. Such unrealized needs are called potential needs. Awareness of potential needs usually requires “wake up.” The “wake-up” effect of advertising mainly depends on “information appeal.” “Information appeal” is related to the meaning of the demand for advertising content. It is a request for the audience to...