| 广告诉求与广告效果 |
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| 引用本文： | 王晓华.广告诉求与广告效果[J].深圳大学学报(人文社会科学版),2001,18(4):90-95. |
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| 作者姓名： | 王晓华 |
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| 作者单位： | 深圳大学文学院, |
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| 摘 要： | 广告效果分为“传播——记忆——态度——行动”四个阶段。广告诉求中的亲情、友情、爱情等人类共同追求的美好情谊，容易打开人们的记忆之门。商业广告不仅应告知人们有关商品的信息，更应告知商品本身对人们追求美好生活的意义。
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| 关 键 词： | 广告 传播 广告效果 广告记忆 |
| 文章编号： | 1000-260X(2001)04-0090-06 |
| 修稿时间： | 2000年5月16日 |
The Appeal and Effect of Advertisements |
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| WANG Xiao-hua.The Appeal and Effect of Advertisements[J].Journal of Shenzhen University(Humanities & Social Sciences),2001,18(4):90-95. |
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| Authors: | WANG Xiao-hua |
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| Abstract: | The effect of advertisements may fall into four stages: communication, memory, attitude and action. Shared pleasant feelings such as kinship, friendship and love as contained in the appeal of advertisements make it easy to open the gate of human memory. Commercial advertisements should not only inform people of relevant commodities, but also convey the significance of such commodities in the human pursuit of happiness. |
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| Keywords: | advertisement communication effect of advertisements memory of advertisemonts |
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