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浅析恐惧诉求广告的传播效果 被引量:1

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摘要 恐惧诉求作为广告诉求方法的一种,在今天的广告世界中被大量使用。其作用机制前人做了恐惧驱动模型、唤醒模型、认知模型等研究。恐惧诉求运用是否恰当,既能产生说服效果和认知和理解效果等正面效果,也会导致对商业广告甚至社会心理的负面影响效果。
作者 刘志博
机构地区 黑龙江大学
出处 《商场现代化》 2013年第11期100-101,共2页
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