在产品高度同质化的时代,决定竞争胜负的更多的不在产品本身而在于受众对于产品的感觉和经验。从某种意义上说,当今市场竞争的不是产品,而是消费者的感受;销售的不是产品,而是情感、人文关怀。敏锐捕捉消费者的人文情感需求,并将其纳入到广告诉求之中也成为当今众多广告的必须之举。本文通过四个方面分析如何去挖掘人文诉求并将其根植于广告中,完成对消费者的情感俘获。 In a time of high product homogeneity, the more the product that determines the outcome of competition is not the product itself but the audience’s perception and experience of the product. In a sense, the current market competition is not the product, but the feelings of consumers; sales of not products, but emotional, humane care. Sensitive to capture the humanities and emotional needs of consumers and their inclusion into the appeals to advertising has also become a must for many of today’s advertisements. In this paper, we analyze how to tap the humanistic appeal and root it in the advertisement through four aspects to complete the emotional capture of consumers.