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浅谈广告中的恐惧诉求 被引量:5

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摘要 广告采用何种诉求方式引起消费者注意,激发消费者购买欲望,是广告成功的关键。理性诉求,尤其是恐惧诉求是一种极为有效的广告说服策略。从不使用广告产品的不良后果中,警诫人们防止不良或不幸结果的发生,给人造成一种心理上的震撼,借以刺激受众情绪,激发受众心理反应,进而促使受众形成或改变态度以及行为意向。
作者 邹宏 王福娟
出处 《商场现代化》 北大核心 2007年第01X期129-130,共2页
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参考文献1

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同被引文献39

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