情感广告如何创意情感广告开启市场的密码.docVIP

中文题目：情感广告如何创意 副 标 题：情感广告开启市场的密码 外文题目：THE UNIQUE IDEA OF EMOTIONAL ADVERTISEMENT 摘 要 现代广告要想在信息繁杂的市场环境中提高企业品牌的知名度和美誉度，让消费者对一晃而过的广告过目不忘，甚而对产品一见钟情，在真实的前提下，除了广告画面制作需要精益求精之外，广告诉求的重点通过怎样的方式表现出来，也就是说广告创意更是一个广告成败的关键。创意是广告的灵魂，为广告创作注入了科学的内涵和新的活力，从而丰富的发展了现代广告创意策略。Abstract Modern advertisement can improve the popularity and reputation of enterprise brand. The consumers are impressed by a momentary advertisement even fall in love at first sight. And how do the modern advertisements do that? Expect for the perfect picture, more importantly the style of advertisement’s demand. The demand of advertisement even became the key to the matter of life and death. The unique idea is the soul of the advertisements, and the development of the modern advertisement strategy is given scientific connotation and fresh energy by it. The emotion is the soul of the human being and throughout the process of the consumption course of human which included the cognition in product and brand, the choice in product, and the eventual purchases and so on. So how to moved the consumer and how to cause the consumer behavior became the core element of the unique idea of advertisement. The unique idea of advertisement seems simple, but in fact there’s more in that. This article is mainly centered on making the unique idea of advertisement more scientific, more artistic, and more comprehensive. We believe that the emotional advertisement can created one new miracle after another. Key words: emotional advertisement; emotional consume; demand of advertisement; unique idea; emotional resonance; marketing strategy 目录 前言(或引言) …………………………………………………………………6 1市场的发展衍生出情感广告………………………………………………7 1.1情感广告的出现………………………………………………………7 1.2 情感广告的定义……………………………………………………………7 2情感广告的优势 …………………………………………………………9 2.1情感广告较之理性广告具有的优势……………………………………9 2.2 情感因素、理智因素合作发挥作用…………………………………………9 2.3 消费者对情感广告认可程度高…………………………………………… 10 3 常见情感广告的诉求方式……………………………………………………11 3.1 以表现以人类情和爱为主题的诉求广告…………………………………11 3.2 以表现以怀旧为主题的诉求广告…………………………………………11 3.3 以快乐为主题的诉求广