ISSUE #86 ad campaign emotion or reason哪个更有效?

yayaxiaoxinxin · 发表于 2010-9-18 13:03:08

有个问题想问问大家
原题: "Wether promoting a product, an event, or a person, an advertising campaign is most effective when it appeals to emotion rather than reason."

这个题我已经写了一篇。我的思路是有的需要emotion，比如吸引女性的，儿童的，老人的一类产品。有的产品需要reason比如那些生活中的日用品，肥皂，牙刷，洗发液等等，消费者往往会比较理性的去选择功能最全，效果最好的。

问题是。。。我在写的过程中明显觉得无话可说，没有什么例子可引用。

所以想过来请大家帮我看看我的思路上有没有问题，另外有没有什么好的建议之类的。。
万分感谢~ ：）

andreasyang · 发表于 2010-9-18 23:43:09

你的思路方向是对的
主要就是反对author一棍子打死的assertion
different products are targeted to different groups of potential customers
指出有些产品appeal to emotion is more effectvi,such as those products for young people,because young customers are more llikely to be influenced by emotional ad and purchase sth on whim
但是有些产品，target customers是一些上档次有阅历的人，ads with strong emotion are unlikely to allure them to buy sth they don't need,only through rationally demonstrating the merits of the products is it likely to attract their eyes and persuade them to seriously consider whether to buy the product or not.
第一段说emotional ad 怎么好
第二段说rational ad 怎么好
第三段指出emotion and ration can coexist,不一定要你死我活，not mutual exclusive.

你说没例子可用，emotional:snacks for children,fashionable cloth for young ladies
rational:high-end automobile,top class real estate

yayaxiaoxinxin · 发表于 2010-9-19 17:55:38

谢谢你的启发, 感觉现在文章充实多了. 谢谢~

ISSUE #86 ad campaign emotion or reason哪个更有效?

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