感性诉求广告创意的新思维

感性诉求的广告创意越来越受到人们的重视,大有后来居上之势。它们一改以往过于强调企业品牌特点和在媒体展开强大广告攻势的硬性手法,代之以亲切、柔和的广告语言,以及自然流畅的广告表现风格,老实诚恳的广告诉求,让消费者有所感触,令消费者着迷。

NEW THINKING ON THE CREATIVE IDEA OF ADS OF SENTIMENTAL APPEALS

Increasing attention is being attached to the creative idea of ads of sentimental appeals.Instead of excessive emphasis on brand features and on launching a massive offensive in the media in an unyielding way,the ads use warm,mild advertising language as well as advertising of natural and fluid presentation style.The ads are honest and sincere,stirring up people's thoughts and feelings and fascinating them.Such ads of sentimental appeals are likely to arouse the consumers' desire to find out about certain products through their personal experience and control people's consuming behaviour by means of controlling their feelings so as to achieve the purpose of marketing and sales promotion.