情感訴求廣告及其心理效應分析.pdf

1、華中科技大學碩士學位論文情感訴求廣告及其心理效應分析姓名：陳麗娟申請學位級別：碩士專業(yè)：傳播學指導教師：舒詠平20041015IIABSTRACT It has been said that scientific advertising should follow the psychological rules in advertising. Only when an advertisement is accord

2、ed with psychological and behavior characteristics, and satisfies psychological needs of the audience, could it create impressive psychological effect. The reason why an emotional appeal advertisement is enjoyed

3、 by audience is that it keeps to the emotional rules, and appeals the emotional topics which audience needs, such as gladness, feeling, love, humor, reminiscence. The audience has been moved so deeply that th

4、ey get positive brand attitude to the emotional appeal advertising. But how does the emotional appeal advertising act on the psychology of the audience? What kinds of emotional information could attract the a

5、udience’s attention and create the positive emotion response of the audience? The series of problems urge me to lucubrate the emotional appeal advertising. This thesis combines the qualitative data analysis wi

6、th the quantitative analysis, and focuses on discussing the psychological effect course of the audience accepting the emotional appeal advertising. Firstly, it describes the special advantage, familiar

7、 topics, development impetus and development trend. Then, it analyzes the modern audience’s psychological characteristics of taking delight in accepting the emotional appeal information. Finally, we discuss the

8、 most important problem from the psychology, esthetics and proof a little own standpoint by the experiment result of the case study. I hope the originality thinking and standpoint can help the pre-e