现在乃至将来都是一个过剩的消费时代。在一个相对富裕的社会里,消费者的消费目的,不只是为了需要而消费,更多地是为消费而消费、为感觉而消费。此时的消费者便不仅仅满足于量和质,而会寻求更高层次的感性满足。人的情感是最丰富的,也是最容易激发的。 广告中的感性诉求便是基于此种缘由,通过挖掘或附加商品情感,来激发人们心中相同的情感,使人们对商品产生好感,从而导致购买行为。 Now and in the future are an era of excess consumption. In a relatively affluent society, the consumer’s purpose of spending is not just for the sake of need, but more for consumption and consumption. At this point, consumers will not only be satisfied with the quantity and quality, but will seek a higher level of emotional satisfaction. Human emotions are the most abundant and most easily motivated. The perceptual appeal in advertisements is based on such reasons, by excavated or attached to the emotional products, to stimulate the same feelings in the hearts of people, so that people have a good impression on the goods, resulting in buying behavior.