The meaning of humorous appeal

question 1: what are the types of advertising appeals? 5 rational appeal: explain the important facts and explain the harm of rational comparative concept to persuade not to buy

emotional appeal: love, affection, nostalgia, sympathy, soothing interest, personal other psychological feelings (satisfaction, sense of accomplishment, pride, belonging, etc.)

combination of reason and reason

There are also: implied appeal, improving brand recall rate, and gradually cultivating brand hobby, humorous advertisement, fear appeal and anxiety appeal. Causing direct reaction, changing consumer experience and giving brand social significance ...

Question 2: Disadvantages and countermeasures of humorous advertisements. New thinking of emotional appeal advertising details

Emotional appeal advertising is a sword in modern commercial advertising strategy. This paper expounds the formation, new thinking and general principles of modern emotional appeal advertising, with a view to playing a certain guiding role in the creation of emotional appeal advertising in the future.

Keywords rational and emotional appeal to consumers in advertising

"Modern and even future are an era of excessive consumption. In a relatively affluent society, consumers' purpose is no longer just to consume for needs, but more to consume for feelings". This is an opinion put forward by an expert at an international advertising seminar. It may sound a bit sophistry, but it is not unreasonable to think about it carefully. In the modern society where the pace of life is accelerating day by day, people are too busy with their own work and ignore their emotional needs. In fact, it is under such circumstances that people need emotion more. The sweetness of love, the warmth of family, the sense of achievement in career and the sense of honor in position will all become an indispensable part of people's lives. This kind of emotion is often easily reflected in consumption, and it is precisely because of this that emotional appeal advertisements are born in modern society. Advertisers can arouse some experiences of consumers through emotional appeal advertisements, and control people's consumption behavior through people's emotional process, so as to achieve the purpose of advertising promotion.

1. The age when emotional appeal advertisements are on the rise

What is emotional appeal advertisements? This must start with people's emotions and the purpose of commercial advertisements. As we know, people's emotions are the most abundant and easy to stimulate, and the ultimate goal of commercial advertisements is to induce people's buying behavior, and people's buying behavior is often accompanied by emotional activities. Generally speaking, the stronger the emotional activity, the easier it is to produce the purchase behavior. It can even be said that the production of the purchase behavior depends on the individual's emotion to a considerable extent, and the emotional appeal advertisement is produced under such conditions. It does not start from the inherent characteristics of the commodity itself, but studies the psychological needs of consumers more, uses reasonable artistic expression techniques to create advertisements, and seeks the starting point that can best arouse consumers' emotions, thus prompting consumers to accept advertisements and stimulate purchases.

emotional appeal advertising is relative to rational advertising. For a long time in the past, due to various reasons, there was not much competition between commodities. In advertising, we only need to seek to induce consumers from a conceptual and rational point of view, such as telling them what kind of refrigerator saves the most electricity and what kind of watch is the most punctual. This kind of advertising is called rational advertising. Of course, rationality and sensibility are relative, and rational advertising is still one of the important appeal means of today's advertising, for example, it is more commonly used in the advertising of durable consumer goods. However, compared with the past, people have paid more and more attention to emotional appeal advertisements, and they have a tendency to catch up with others. They have changed the rigid methods of overemphasizing the characteristics of corporate brands and launching a strong advertising offensive in the media in the past, and replaced them with friendly and soft advertising language, as well as natural and fluent advertising style and honest and sincere advertising appeals, which will make you feel, fascinate you, control your emotions and make you reach the depth of "fantasy". It constantly hits people's feelings, makes you close to it and have a good impression on it, and finally is conquered by it emotionally, and finally achieves the purpose of selling products or services. Today, with the increasing demand and expectation of consumers, emotional appeal advertising is developing rapidly.

2. New thinking of modern emotional appeal advertising creation

As we have said before, the emotional appeal in commercial advertisements is rooted in the emotions of the audience. How can we cater to the emotions of the audience in emotional appeal advertisements? How to stand out from today's complicated advertising competition? To this end, we put forward some new ideas of emotional appeal advertising creation.

2.1 embodying value-the eternal theme of human nature

human nature refers to the normal feelings and rationality that people have, and the target audience of emotional appeal advertising is consumers, so in a sense, advertising art also belongs to "anthropology". The human-centered world is rich and colorful, and human nature is a theme with rich connotations. The metabolism of life, human emotions, emotional exchanges and the pursuit of life all constitute a very wide range of topics in life. Therefore, most successful advertisements are good at digging into the depths of human nature, satisfying people's deep desires and prayers, and affirming people's value, embracing peace, tranquility and happiness, etc. have become the new themes of advertising performance ..... > >

question 3: the way of emotional appeal, four-point strategy and seven methods. Let me show you the lesson plan, I hope it will help you.

first, the strategy of emotional appeal

emotional appeal starts from consumers' psychology, grasps consumers' emotional needs, and appeals that products can meet their needs, thus affecting consumers' impression of the products and producing great appeal and influence. Therefore, some strategies should be adopted in advertising emotional appeal in order to stimulate consumers' psychology and realize purchasing behavior.

1. Affect the excitement of consumer demand with emotional language, image and background atmosphere

A kind of product can meet certain emotional needs of consumers, and advertisers must consider the interests of consumers and grasp the excitement of consumer demand. Because the demand of consumers determines the direction and result of their emotional and psychological activities. Because consumer's demand is the direct basis of emotion and emotion, objective * * * can only play its decisive role through the intermediary of consumer's demand. Once the excitement of his demand is triggered, his mood will inevitably be high, and the behavior of meeting his needs will appear faster and more strongly. If a product wants to go deep into consumers' hearts, it can start from their needs and closely connect the product with certain needs, so that consumers will think of this product as soon as such needs appear, and then the advertisement has achieved good promotion effect and reached the advertiser's greatest and ultimate hope. Emotional appeal is the appeal that products can meet certain needs of consumers, which can naturally achieve the above effects. For example, in a TV advertisement, friends get together on the screen, and the host treats them with Nestle coffee, which is stained with a sense of harmony and kindness, suggesting that it is the best drink for entertaining relatives and friends.

2. Increase the psychological added value of products

As a material product and service, it does not have the function of psychological added value originally, but through proper advertising, this psychological added value will arise spontaneously. American advertising scholars pointed out: "Advertising itself can often become another added value with its unique function. This is a value that represents the increased satisfaction of users or consumers when using this product. " [3] Because human needs are multiple, there are both material needs and spiritual needs, and these two types of needs are often in a state of blending, that is, material satisfaction can bring spiritual pleasure; Spiritual satisfaction is based on material, and sometimes it can replace material satisfaction. Therefore, product quality is the foundation, and the added value is over-value, mostly for spiritual needs, and consumers are more willing to buy products with over-value. Because buying this kind of products can get double satisfaction-material satisfaction and spiritual satisfaction. When making a purchase choice, the "psychological balance" is bound to tilt towards such products. For example, "Goldlion" relies on successful men, "Marlboro" reflects free men and so on.

3. Making use of "halo effect"

Halo effect is a concept in social psychology, which means that if a person is recognized as having some advantages, he is often regarded as having many other advantages. If the public thinks that some athletes are outstanding in the sports field, they often give them many specialties that are not in the direction of sports. Therefore, many enterprises have spared no expense to invite stars in sports, entertainment and even politicians to advertise their own enterprises or products. The reason is that these characters are passionate about the public, and their behavior directly affects the public, making the public love what they love, like what they like, and naturally buy what they buy. Psychologically, it's called "usurping the role", that is, the public will psychologically transfer the advantages that the stars like to themselves by buying similar products with them. For example, people who like Dawn buy Robust pure water and people who like Ekin Cheng buy Fengying shampoo. Another kind of halo effect is produced by the product itself, that is, if the product is accepted by the public and has one advantage, then it is easy for the public to think that it has other advantages. For example, some products have been ranked first in sales for many years, which is easily accepted by the public, so they naturally think that these products have the advantages of good quality, good service and beautiful appearance.

4. Advocating popularity by implication

Most products are permanent users, and there is no question whether they are popular or not, but when people buy more, they become popular products at that time. Moreover, the buyers of products are not necessarily their users, and many products are used to feed relatives and friends. Because consumers don't exist in isolation from each other, they interact with each other in social interaction and establish family friendship. In order to express their feelings, they will send each other health, wealth or warmth with gifts. Therefore, if the product meets their wishes, they will take the initiative to buy the product, and less consider the quality and efficacy of the product. And if the atmosphere of buying this product can be operated by advertisers to become a kind of today's > >

question 4: what is the definition of "emotional appeal" in advertising? Perception, as far as Chinese word formation is concerned, gives people the first impression of "emotional nature, sensory nature." The Chinese dictionary explains: "The intuitive knowledge of feeling, perception and representation produced by acting on human sensory organs is opposite to' rationality'". The word "sensibility" seems to only appear in modern vernacular Chinese, and it should be created to translate a philosophical concept. These words can be seen in Kant's division of knowledge, which divides human cognitive ability, that is, traditional rationality, into three types: perceptual, intellectual and rational. Kant's perceptual theory to understand "sensibility": "The first form of thinking movement is sensibility, which is pure sensibility. Its object is the phenomenon of things and the world, and it is what things purely show-appearance. " Perception seems too abstruse as a philosophical term, but it is easy to understand as a literary term. Refer to the application in Yu Guangzhong's Intellectuality and Sensibility of Prose: "Therefore, the word sensibility should be interpreted in two ways. Sensibility in a narrow sense refers to the concrete expression of sensory experience, and sensibility in a broad sense can even refer to the charm of an intellectual article due to the wonderful arrangement of structure, tone and image. "Perceptual" writing is to stimulate some sensibility, not "intellectual" writing attitude with the purpose of transmitting knowledge. " Emotional writing "is that kind of emotional writing, which is full of some emotional language, like a trickle, like a * * * surging." Perceptual knowledge of related words: one-sided, phenomenal and external knowledge of objective things through sensory organs. Feeling, perception and representation are the forms of perceptual knowledge. Perceptual cognition is a low-level stage in the process of cognition. To understand the totality, essence and internal relations of things, we must raise perceptual knowledge to rational knowledge. Perceptual knowledge, intuitive image understanding, sensory organ "sensibility" can be roughly summed up as the process of completing intuitive activities through sensory experience, without obvious rational thinking, not a thoughtful process, that is, giving subjective (integrated into personal feelings) judgments made by intuitive experience. There is no denying the blindness of sensibility, and there is also an intuitive component in sensibility. Intuition is not an impulse, but a subconscious reasoning. Habit and experience compress the reasoning process below the threshold that consciousness can perceive. The inspiration of art is this kind of perceptual intuition. Without fixed logical norms, it is a feeling that can only be understood but not expressed. First of all, to connect with reality, sensibility is understood as rational opposition, and when "sensibility" is compared with "rationality", it becomes "irrational", emotional and sentimental. Everyone's understanding of "rationality", even if it is inaccurate, will not have much deviation, but the understanding of "sensibility" can vary widely. It is the biggest prejudice and misunderstanding to think that sensibility is irrational and emotional. The word "sensibility" is not a very negative derogatory term. Secondly, "sensuality" and "sexiness" can be confused for a moment, but they become interlinked over time, and there is the saying of "sensual and sexy woman". Some people compare sensibility to a trickle, while sexiness is the tide of the sea. Sensibility is the symbol of motherhood, and sexiness is the symbol of porn stars. In this way, "sensibility" has become a female-only word. If we say "this person is very emotional", we will almost certainly think that this person is a woman. Sensibility seems to be the privilege of women and the need of social roles. It is not appropriate for men to flaunt their own sensibility. The traditional patriarchal society overemphasizes the differences between men and women, the stereotype of "male centralism" and women's "sensibility" (irrationality and sentimentality). There is no word "sensibility" in other explanatory psychology, but there is an approximate "perception". The "feeling" here is completely physiological perception, and "knowledge" is the process of forming cognition, which has nothing to do with feelings. There is also the sensibility in our daily life, which we often say most often. The "sensibility" in these technical terms is too abstruse, and it is rarely used in ordinary communication. However, the word "sensibility" has already stepped out of its original discipline and integrated into popular culture. Perception in daily life: understanding vocabulary in daily context, most of the time, not by definition, but by feeling semantics in context. This determines that the semantics in daily language are characterized by diversity, inaccuracy and lack of standardization. Many concepts are understood differently by everyone, and the misunderstanding of communication caused by the misunderstanding of language words may be an important aspect of misunderstanding by everyone. Everyone's perception is different due to their own understanding and grasp in the specific context, but generally there are the following aspects. First, as opposed to indifference and introversion, emotional people are full of feelings but don't have to be sentimental, and their emotions are obvious but ... > >

Question 5: Calling 11 to complain about someone's talkativeness is a suicide, especially a waste of rest time, which directly threatens life. -Xu Teli

Question 6: What are the famous humorous magazines? 1. vogue USA, founded in 1892, this old American fashion magazine is called "Time"