Emotional demands: love, affection, homesickness, sympathy, interest, other personal psychological feelings (satisfaction, accomplishment, pride, sense of belonging, etc. )
The combination of reason and reason
There are also: suggestive appeal, improving brand recall rate, gradually cultivating brand hobbies, humor, advertising, fear appeal and anxiety appeal, causing direct response, changing consumer experience and giving brand social significance. ...
Question 2: The disadvantages and countermeasures of humorous advertisements; Emotional appeal; New concept of advertising creativity; Details.
Emotional appeal advertising is a sword in modern commercial advertising strategy. This paper expounds the formation, new thinking and general principles of modern emotional appeal advertisements, with a view to guiding the creation of emotional appeal advertisements in the future.
Keywords: advertising rational emotional appeal consumption principle
"Modern and even the future is an era of excessive consumption. In a relatively affluent society, the purpose of consumers is no longer just to consume for demand, but to consume more for consumption and to consume for feeling. " This is an opinion put forward by an expert at an international advertising seminar. It sounds a bit sophistry, but it makes sense to think about it carefully. In the modern society where the pace of life is accelerating day by day, people are busy with their work and ignore their emotional needs. In fact, it is under such circumstances that people need emotion more. The sweetness of love, the warmth of family, the sense of achievement in career and the sense of honor in position will all become an indispensable part of people's lives. This kind of emotion is often easily reflected in consumption, and it is precisely because of this that emotional appeal advertisements were born in modern society. Advertisers can arouse some experiences of consumers through emotional appeals, and control people's consumption behavior through people's emotional process, so as to achieve the purpose of advertising promotion.
1. the era of the rise of emotional appeal advertising
What is an emotional appeal advertisement? This must start with people's emotions and the purpose of commercial advertising. We know that people's emotions are the most abundant and easily aroused. The ultimate goal of commercial advertisements is to induce people's buying behavior, and people's buying behavior is often accompanied by emotional activities. Generally speaking, the stronger the emotional activity, the easier it is to produce buying behavior. It can even be said that the generation of purchase behavior depends on personal emotions to a considerable extent, and emotional appeal advertisements are produced under such conditions. It is not based on the inherent characteristics of the commodity itself, but more on the psychological needs of consumers, using reasonable artistic expression to create advertisements, and looking for the breakthrough point that can most resonate with consumers' emotions, so as to urge consumers to accept advertisements and stimulate purchases.
Emotional appeal advertising is relative to rational advertising. For a long time in the past, for various reasons, there was not much competition between commodities. In advertising, we only need to seek to induce consumers from a conceptual and rational point of view, such as telling them what kind of refrigerator saves the most electricity and what kind of watch is the most punctual. This kind of advertisement is called rational advertisement. Of course, rationality and sensibility are relative, and rational advertising is still one of the important appeal means of today's advertising, for example, it is more commonly used in the advertising of durable consumer goods. However, compared with the past, people pay more and more attention to emotional appeal advertisements, and there is a trend to catch up with others. They have changed the rigid methods of overemphasizing corporate brand characteristics and launching strong advertising offensive in the media in the past, and replaced them with friendly and soft advertising language, as well as natural and smooth advertising style and honest and sincere advertising appeal, which will make you feel, fascinate you, control your emotions and make you reach the depth of "fantasy". It constantly hits people's feelings, makes you close to it and have a good impression on it, and is finally conquered by it emotionally, and finally achieves the purpose of selling products or services. Nowadays, with the continuous improvement of consumer demand and expectation, emotional appeal advertising has developed rapidly.
2. The new thinking of modern emotional appeal advertising creation
As we said before, the emotional appeal in commercial advertisements is rooted in the emotions of the audience. How can emotional appeal advertising meet the audience's emotions? How to stand out in today's complicated advertising competition? To this end, we put forward some new ideas of emotional appeal advertising creation.
2. 1 Embodying value-the eternal theme of human nature
Humanity refers to people's normal emotions and rationality, and the target audience of emotional appeal advertising is consumers, so in a sense, advertising art also belongs to "anthropology". The people-centered world is rich and colorful, and human nature is a rich theme. The metabolism of life, human emotions, emotional communication and the pursuit of life all constitute a very wide range of topics in life. Therefore, most successful advertisements are good at digging into the depths of human nature, satisfying people's deep wishes and prayers, affirming people's value and embracing peace, tranquility and happiness. It has become a new theme of advertising performance ... ";
Question 3: Ways of emotional appeal, four strategies and seven methods. Let me show you the lesson plan, I hope it will help you.
First, emotional appeal strategy.
Emotional appeal starts from consumers' psychology, grasps consumers' emotional needs, and appeals that products can meet their needs, thus affecting consumers' impression of products and producing great appeal and influence. Therefore, some strategies should be adopted in the emotional appeal of advertisements to stimulate consumers' psychology and realize their purchase behavior.
1. Emotional language, images and background atmosphere act on the stimulation of consumer demand.
A product can meet some emotional needs of consumers, and advertisers must consider the interests of consumers and grasp the excitement of consumer needs. Because the demand of consumers determines the direction and result of their emotional and psychological activities. As consumer demand is the direct basis of emotions and emotions, objective * * * can only play its decisive role through the intermediary of consumer demand. Once the excitement of his needs is triggered, his mood will inevitably rise, and the behavior of satisfying his needs will appear faster and more strongly. If a product wants to go deep into the hearts of consumers, it can be closely linked with a certain demand from their needs, so that consumers will think of this product as soon as this demand appears, so that advertising has achieved a good promotion effect and reached the advertiser's greatest and ultimate hope. Emotional appeal is the appeal that products can meet certain needs of consumers, which can naturally achieve the above effects. For example, in a TV advertisement, friends get together on the screen, and the host entertains them with Nestle coffee, which has a harmonious and cordial feeling, indicating that it is the best drink for entertaining relatives and friends.
2. Increase the psychological added value of products.
As a material form, products and services do not have the function of psychological added value, but through proper advertising, this psychological added value will be generated spontaneously. American advertising scholars pointed out: "Advertising itself can often become another added value with its unique function. This is a value that represents the improvement of satisfaction of users or consumers when using this product. " [3] Because people's needs are multiple, there are both material needs and spiritual needs, and these two types of needs are often in a state of blending, that is, material satisfaction can bring spiritual pleasure; Spiritual satisfaction is based on material, and sometimes it can replace material satisfaction. Therefore, product quality is the foundation, and the added value is over-value, mostly for spiritual needs, and consumers are more willing to buy over-value products. Because buying such products can get double satisfaction-material satisfaction and spiritual satisfaction. When making a purchase choice, the "psychological balance" will inevitably tilt towards such products. For example, Goldlion relies on successful men, Marlboro reflects free men and so on.
Step 3 Use the "halo effect"
Halo effect is a concept in social psychology, which means that if a person is considered to have some advantages, he is usually considered to have many other advantages. If the public thinks that some athletes are outstanding in the field of sports, they will often give them many majors that are not in the direction of sports. Therefore, many enterprises have spared no expense to invite sports and entertainment stars and even politicians to advertise their own enterprises or products. The reason is that these characters are full of enthusiasm for the public, and their behavior directly affects the public, making the public love what they love, like what they like, and naturally buy what they buy. Psychologically, this is called "usurpation", that is, the public will psychologically transfer the advantages that the stars like to themselves by buying products similar to the stars. For example, people who like Dawn buy Robust pure water, and people who like Ekin Cheng buy Feng Ying shampoo. Another halo effect is produced by the product itself, that is, if the product is accepted by the public and has one advantage, it is easy for the public to think that it has other advantages. For example, some products have been ranked first in sales for many years, which is easily accepted by the public, so they naturally think that these products have the advantages of good quality, good service and beautiful appearance.
4. Use hints to advocate popularity.
Most products are permanent users, there is no doubt whether they are popular or not, but when people buy more, they will become popular products at that time. Moreover, the buyers of products are not necessarily their users, and many products are used to feed relatives and friends. Because consumers do not exist in isolation, they influence each other in social interaction and establish family friendship. In order to express their feelings, they will give each other health, wealth or warmth with gifts. Therefore, if the product meets their wishes, they will take the initiative to buy the product, without considering the quality and efficacy of the product. If the atmosphere of buying this product can be manipulated by advertisers to become one of today's ... >; & gt
Question 4: What is the definition of "emotional appeal" in advertisements? Perception, as far as Chinese word formation is concerned, gives people the first impression that "emotion is natural and senses are natural." The Chinese Dictionary explains: "The intuitive knowledge of feeling, perception and representation produced by acting on human sensory organs is opposite to' rationality'". The word "sensibility" seems to only appear in modern vernacular Chinese, and it should be created to translate a philosophical concept. These words can be seen in Kant's Division of Knowledge. Kant divides human cognitive ability, that is, traditional rationality, into three types: sensibility, intellectuality and rationality. Kant understands "sensibility" with the theory of sensibility: "The first form of thinking movement is sensibility, which is pure sensibility. Its object is the phenomenon of things and the world, and it is what things purely show-appearance. " Perception seems too abstruse as a philosophical term, but it is easy to understand as a literary term. On the application of intellectuality and sensibility in Yu Guangzhong's prose: "Therefore, the word sensibility should have two interpretations. Sensibility in a narrow sense refers to the concrete expression of sensory experience, and sensibility in a broad sense can even refer to the charm of an intellectual article due to the wonderful arrangement of structure, tone and image. " "Perceptual" writing is to stimulate a certain sensibility, not an "intellectual" writing attitude aimed at transmitting knowledge. "Emotional writing" is that kind of emotional writing, which is full of some emotional language, like a trickle, like a surge of * * *. Perceptual cognition of related words: one-sided, phenomenal and external cognition of objective things through sensory organs. Feeling, perception and representation are the forms of perceptual knowledge. Perceptual cognition is a low-level stage in the process of cognition. To understand the totality, essence and internal relations of things, we must raise perceptual knowledge to rational knowledge. Perceptual knowledge, intuitive image understanding, sensory organ "sensibility" can be roughly summarized as the process of completing intuitive activities through sensory experience, without obvious rational thinking, not a thoughtful process, that is, giving subjective (integrated with personal feelings) judgments made by intuitive experience. There is no denying the blindness of sensibility, and there are also intuitive elements in sensibility. Intuition is not an impulse, but a subconscious reasoning. Habit and experience compress the reasoning process below the threshold that consciousness can perceive. The inspiration of art is this perceptual intuition. There is no fixed logical norm, which is a feeling that can only be understood but not expressed. First of all, in connection with reality, sensibility is understood as the opposition of rationality. When "sensibility" is compared with "rationality", it becomes "irrational", emotional and sentimental. Everyone's understanding of "rationality", even if it is not accurate, will not have much deviation, but the understanding of "sensibility" can vary widely. It is the biggest prejudice and misunderstanding to think that sensibility is irrational and emotional. The word "sensibility" is not a very negative derogatory term. Secondly, "sensuality" and "sexiness" can be confused for a while, but as time goes by, they become interlinked, so there is the saying of "sensuality and sexy woman". Some people compare sensibility to a trickle, while sexiness is the tide of the sea. Sensibility is a symbol of motherhood, and sexiness is a symbol of porn stars. In this way, "sensibility" has become a special word for women. If we say "this person is very emotional", we will almost certainly think that this person is a woman. Sensibility seems to be the privilege of women and the need of social roles. It is inappropriate for a man to show off his sensibility. The traditional patriarchal society overemphasizes the differences between men and women, the stereotype of "masculinity" and women's "sensibility" (irrationality and sentimentality). There is no word "sensibility" in other explanatory psychology, but there is an approximate "perception". The "feeling" here is completely physiological perception, and "knowledge" is the process of forming cognition, which has nothing to do with feeling. There is also the sensibility in our daily life, which is what we often say. The "sensibility" in these technical terms is too abstruse to be used in daily communication. However, the word "sensibility" has long gone out of the original subject category and integrated into popular culture. Perception in daily life: understanding vocabulary in daily context is not through definition, but through feeling semantics in the context. This determines that the semantics in daily language are characterized by diversity, inaccuracy and lack of standardization. Many concepts are understood differently by everyone, and communication misunderstanding caused by language misunderstanding may be an important aspect of everyone's misunderstanding. Everyone's perception is different because of their own understanding and grasp in the specific context, but generally there are the following aspects. First of all, contrary to indifference and introversion, emotional people are full of feelings but don't have to be sentimental. Their emotions are obvious but ... ";
Question 5: Calling 1 10 to complain about someone who talks too much, it's all funny and wastes time, especially the rest time, which directly threatens life. -Xu Teli
Question 6: What are the famous humor magazines? 1, vogue USA, 1892 This old American fashion magazine is called Before Fashion, In Fashion. Cultural critics have always believed that the history of vogue from 1 13 is a "history of fashion photography". The secret that supports vogue to lead the fashion image trend and occupy the core position lies in the best photographers in the world, such as Helmut? Newton, the master known as "Desire Photographer", worked in vogue for many years. Unfortunately, he died two years ago. 2, esquire gentleman America, founded in 1933, this gentleman has always claimed that he only deals with mature men and is not interested in cover bikini girls. For 72 years, it has always emphasized mature, elegant and noble style. Although it is a bit outdated to insist on it in today's ever-changing fashion market, its position in the rivers and lakes is really beyond the reach of colorful wool magazines. 3. American Metropolis was founded in 1886, which is an old-fashioned magazine. It debuted in a bold and interesting style and called for "cosmopolitan girls", but its style is not particularly prominent in similar magazines today. Similar to Michelle monique Rice, beauty is beautiful and indifferent. * * * The "co *** opolitanshow" for sales, promotion, exhibitions and fashion shows was founded in 1996, which still seems to be very interesting. It is known as the "best marketing and sales activity" in the fashion industry. 4. W America, an old high-end fashion magazine founded by 1972. The June issue actually published a 60-page photo of Brad Pitt and Angelina Jolie's "intimate life"-this group of photos showed the bright and dark sides of American families in the 1960s. Pete and Julie play a couple on the screen and silently tell the story of this fictional family with expressions and body language. The corresponding theme text explanation is only two pages-showing its keen grasp of fashion trends. 5. Nylon is a unique American women's fashion magazine, with the first issue of 1998, which has a different style and a biased sword. In recent years, it has attracted advertisements from many big-name cosmetics companies. It is said that the reason is that these advertisers "hope to adopt a new and unique carrier to influence consumers." 6. Harper is very fashionable in America. It was founded in 1867 with a long history. 7.gq America was founded in 1952. The content of gq magazine includes fashion, food, travel, fitness and gender relations, focusing on leisure and product information. Because it pays attention to the quality of life of men, many perspectives focus on local and international fashion. Among them, the content of sex is also an aspect of the quality of life, but the attraction of gq lies more in fashion, so the proportion of sexual relations in gq is strictly controlled at around 10%. 8. elle France was founded in 1945. In French,' elle' means "female" and stands for feminization and feminization. Its Chinese edition is the leading periodical in China fashion magazine market, with many brothers and sisters all over the world, and it is the pillar of French Huaxie Group. This style is more approachable than the newly listed vogue. 9. Marie Claire Marie Claire France was founded in 1988, which broke the tradition that Beckham did not use male covers for 14 years and is now called the wildest magazine in the mainstream women's fashion magazine market. In 2002, Beckham said: "I am like a beast in bed", which made many women "collapse"! 10, Madame Figaro, France, founded in 1980, has an innate temperament of singing with women with gentlemen. They all emphasize elegant and prudent appearance, and attach importance to "wisdom in fashion". The powerful le figaro Group is a little wordy behind them-the content is not only fashion. 1 1, fhm Men's Club UK, fhm was founded in 1985, full name is "for him magazine", and it is positioned as a soft * * * magazine. The annual global 100 sexy women selection and global status survey report is a reserved column of fhm. Recently, the Men's Gang, a subsidiary of emap Group, took the lead in introducing the theme of "Beauty and Bar Humor" to young male readers in China.
Question 7: There are three ways to appeal for advertising copy:
1. Rational appeal
Rational appeal needs to convey the functional interests of enterprises, products and services objectively, rationally, truly and accurately, and provide information for the object of appeal to analyze and judge, or directly put forward opinions and make clear arguments to urge consumers to make rational judgments after thinking.
The basic idea of rational appeal is to clearly convey information, strengthen the cognition of the object of appeal with information itself and logical persuasion, and guide the object of appeal to analyze and judge.
A. Explain important facts: direct statements, data, charts and analogies.
When advertising focuses on conveying the characteristics, performance and purchase benefits of products, explaining and making benefits commitments are the most commonly used methods. The language to be elaborated needs to be refined and accurate. Direct statements, data evidence, charts and analogies with similar products are often used to provide information to the target.
B. explanation: provide reasons, demonstrate effects, and provide and answer questions.
When conveying product features, advertisements can also show a series of features and demonstrate functions and effects, thus deepening the understanding of the target audience. It can show the causes or arguments in the form of graphic combination, which increases the credibility. And the way of asking and answering can effectively lead the focus of the object of appeal to the focus of advertising.
C. rational comparison: comparison, defense and refutation.
The comparison mainly adopts the way of rational appeal, compares with competitors and highlights its own advantages. It can be compared implicitly, without specifying a brand, or it can be compared tit for tat. Dominant brands can show their advantages through comparison; Weak brands can improve their taste and show their uniqueness through comparison.
D. conceptual persuasion: positive argumentation and refutation of wrong views.
When this product or service brings a new concept of consumption, product selection, enterprise or viewpoint, rational methods can also be used to convince the target deeply. You can explain your new ideas in a positive way, or you can refute old misunderstandings.
E. don't buy harm: fear appeal.
Fear appeal is also a common method of rational appeal, showing the benefits of buying and the harm of not buying, and describing the possibility of some events that make people uneasy, worried and afraid. However, it should be noted that the degree of fear displayed in the advertisement should be appropriate, and the fear appeal must keep an appropriate distance from the target object.
2. Emotional demands
The basic idea of perceptual appeal is: approach consumers' hearts with humanized connotation, close the distance with consumers, let consumers participate in or share some pleasant spiritual enjoyment brought by products and services, establish emotional connection with brands, and have emotional preference for enterprises, products or services.
If we find that products and their usage scenarios are directly related to certain emotions, we can make use of these emotions and make them an effective emotional appeal tool.
A. Love and care: love, affection, nostalgia and nostalgia, friendship and communication between strangers.
Love and care are the foundation of human feelings and can resonate with people best. An atmosphere of joy, happiness, satisfaction, warmth, etc. The factors that easily infect consumers in advertisements mainly depend on the main emotional factors of love and care-love, affection, nostalgia and friendship. For example, the advertisement "Laid-off Articles" of Diaoka Washing Powder features laid-off women workers and considerate daughters, which truly reproduces the affection between mother and daughter. A warm language: "Mom said, Diaoka washing powder, you can wash a lot of clothes with only a little" and a message that makes people feel hot: "Mom, I can help you with your work", as well as the tears of love and relief left by my mother for my lovely daughter, plus music that is sad first and unrestrained later. Reasonably condensed the whole connotation of mother-daughter affection. Therefore, it broke through the routine of stiffly promoting the efficacy of washing powder and implanted the brand image into the hearts of many consumers.
B. Interest in life: curiosity, leisure, humor and others.
Life contains rich hobbies, such as enjoying leisure, humor and curiosity. Although they are not emotions, they can arouse positive psychological feelings, such as lightness, complacency and comfort, which can easily infect the object of appeal, so they are also common means of emotional appeal.
C. self-concept and expectation: personality, values and sense of self-realization.
It is another important way of emotional appeal to fully display the distinct self-concept and expectation of the object with personalized content and style, as well as the individual's yearning for social image and the relationship between supply and demand, including personality, values, self-confidence, pride and self-realization. Li Ning brand advertising slogan "Everything is possible" ... "";
Question 8: Do feedback and complaint mean the same thing? breakdown
Feedback is the answer and response given or asked by an organization or individual (usually the person in charge or the recipient).
Complaints are appeals directly triggered by dissatisfaction.
For example: go to the business hall to handle business, catch up with someone to check or inspect, and ask how you feel about the service and whether you are satisfied. Your answer is a kind of feedback
If you are not satisfied with the service at work, you can directly find the other party's reception or the responsible department to respond. This is a complaint.
Question 9: Humor and wit are flashes of wisdom. There are four strategies and seven methods. The lesson plan shows you the help you want.
Implement emotional appeal strategy
Emotional appeal, starting from consumers' consumption psychology, grasps consumers' emotional needs and requires products to meet their needs, thus affecting consumers' impression of products and causing great attraction and influence. Advertising emotional appeal should adopt some strategies to * * consumers' consumption psychology and buying behavior.
1, emotional language, images, exciting background atmosphere
For a product, in order to meet the needs of consumers, advertising production must be based on the interests of consumers and grasp the excitement of consumer demand. The demand of consumers determines the direction and result of their emotional and psychological activities. Emotion, because consumers' needs are objective, must play a decisive role as an intermediary on the basis of direct emotion. Once triggered, he needs * * *, and his mood is bound to rise, but the rising mood will meet the demand faster and stronger. Advertising products can go deep into the hearts of consumers, and can be closely related to their needs and certain types of needs from the products, so that consumers have such needs. He hopes that this product has achieved good publicity results and realized the last hope of advertising. Emotional appeal is a specific product that meets the needs of consumers, and it can naturally meet the requirements of these achievements. If the TV advertisement says that the host of a friend's party needs to appear on the screen, then Nestle Nestle Coffee is infected with a layer of emotion, full of harmonious and intimate feelings, which shows that it is the best drink for entertaining family and friends.
2. The psychology of increasing the added value of products
Physical products and services have no psychological appreciation function, but through proper advertising, this psychological appreciation will be healthy. American advertising scholars pointed out: "Advertising itself is often its unique function and added value, which represents the added value of users or consumers to meet the needs of using this product." [3] Because people's needs are diverse, material needs and spiritual needs, these two types of needs are often in a state of integration, which can bring spiritual pleasure and material satisfaction. Spiritual satisfaction is based on material needs, and sometimes it can replace material satisfaction. Therefore, product quality is the foundation of an enterprise. To achieve added value, more consumers with spiritual needs are more willing to buy valuable products. Because buying these products can get double satisfaction-satisfying material and spiritual satisfaction. Tilting is inevitable, and the purchase choice of such products is "psychological balance". For example, "Goldlion" is a successful person, and "Marlboro" reflects a free person.
3. "Halo effect"
Halo effect is a social psychological concept. People realize that it has some advantages and generally think that it has many other advantages. If citizens think that some excellent athletes are on the playground, they will often give them a professional direction that does not belong to sports. Many companies spend a lot of money to invite stars and politicians in sports and entertainment to promote their enterprises or products. The reason is that these digital public intelligence loves, and their behavior directly affects the public, making the public love what they love and like to buy the nature they buy. Psychologically speaking, those public products that call themselves "stars" have similar functions. Psychologically, they give their favorite stars, such as buying strong pure water at dawn, and shift to their own advantages, such as Ekin Cheng people buying rich shampoos. Another product with halo effect has its own advantages. If the product is accepted by the public, it will be easily accepted by the public. For example, some products that have been sold for many years are accepted by the public for the first time, so they will naturally think of their excellent quality, good service and beautiful shape.
4. Use hints to promote fashion.
The most important commodity for permanent use, if not popular, has become a popular product when many people buy it, but the products they buy are not necessarily its users, and many products are used to feed their families and friends. Because consumers are not isolated, they have established family friendship with each other in social interaction. In order to express their feelings, they will give each other health, wealth or warmth with gifts. If the product meets these expectations, they will take the initiative to buy the product and consider the quality and efficacy of the product. If you buy this product, the atmosphere can be that advertisers have become a fashion in today's society, and consumers will be guided to snap up the products needed by Yashili Kevin·Z cereal in this way. Is the mother of a mother-like child, melatonin requires the affection between master and apprentice, while the parents of bully video games require fees ... "";
Question 10: How do guests complain about the salty dishes? It's too hot. Our chef wants our customers to drink more water and replenish water, so he adds more salt. What do you think of this concern? If it's not delicious, I'll go back and give feedback to the chef.