摘要
情感诉求在现代广告中运用非常广泛,并已成为西方广告心理研究的热点问题之一。研究者们重点探讨了情感诉求的作用机制、情感诉求所能达到的传播效果及影响其传播效果的相关因素。文章对这些研究进行了较系统的考察,并提出了现有研究依然存在的一些问题。
Because of its wide use in modern advertising, emotional appeal has become one of the most prevalent studies in advertising psychology in the West with the concentration on the following aspects： the functional mechanism and communication effects of emotional appeal and the relevant factors that may influence the communication effects of emotional appeal. Some of the existing problems that need to be further studied are pointed out on the basis of a systematic review of some recent researches.
出处
《心理科学进展》
CSSCI
CSCD
北大核心
2006年第1期126-132,共7页
Advances in Psychological Science
