广告设计中情感诉求的营造分析

王旭倩

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广告设计中情感诉求的营造分析
王旭倩
河南农业大学，郑州450002

摘要:

从消费者心理学的角度出发，分析了现代广告设计中消费者的不同情感诉求，并结合优秀广告案例，论述了情感诉求在现代广告设计中的重要价值，进而提出了营造情感诉求的具体方法，即将情感注入广告产品中，使广告产生特定的情感意境，使人与广告内容进行情感交流，用广告中的情感来诱发消费者的感情，增加广告产品的商品附加值，以达到更加完美的广告效果。

关键词: 广告设计情感诉求心理共鸣

DOI：

分类号:J524.3

基金项目:

Analysis of Emotional Appealing in Advertisement Design

WANG Xu-qian

Henan Agricultural University，Zhengzhou 450002，China

Abstract:

Based on the customers’psychology, it classified the different advertisement emotional appeal into several parts, combined some excellent advertisement cases, pointed out the important value of emotional appeal, and then proposed some detailed techniques of constructing emotional appeal, which brought some specific emotion and unique emotional artistic conception for the advertisements, enhanced the interactivity and cause resonance between customers and designers, and promoted the added value and the effects to a perfect level.

Key words: advertisement design emotional appeal emotional resonance