Ad reasonable.docVIP

 PAGE \* MERGEFORMAT 8 Ad reasonable Advertising Production in carrying out classified ads, generally, in all kinds of ads into a rational appeal of advertising and advertising two major categories of emotional appeal, such a technical division, is justifiable. However, in the actual production is not possible to completely separate. A good ad, it should be reasonable in the affectionate, the situation in blending science, reasonable blend. However, advertising production are concerned, how to deal with the relationship between emotion and rationality, have to be under the advertising content, not the more emotional intensity, the more they can impress the hearts of consumers. Advertisement authors should therefore appeal to reason as the core, emotional appeal as the method, can the advertisers closer to consumers. The fundamental purpose of writing on the ads, the ability to enable consumers to shift from buying motivation for the purchase of behavior, is advertising the author’s original intention. In this process, buying behavior, are ultimately determined by consumer’s rational judgments, though sometimes consumers will also be dominated by a certain emotion, the formation of buying behavior, but this is after all not under the domination of the nature of buying behavior psychology. In order to influence consumer advertising can really rational judgments, advertising by Italy and writing in the ad plane should pay attention to reflect the following points: First of all, advertising should be based on rational appeals based on the real, advertising production process is the process of abstraction of reality is the product concept of the product to complete this process, need to generate a spark ideas - intelligence, wisdom, and performance of all ways around the personality characteristics of the product, to show the intention of marketing and strategy, this abstraction process, it is the true characteristics of the object to be shown ads. It is generally