理性广告常用的说服方法及其特点  

Common Persuasion Methods of Rational Advertisement and Their Characteristics

作　　者：陈书杰[1] 

机构地区：[1]铜陵学院文学与艺术传媒学院,安徽铜陵244000

出　　处：《湛江师范学院学报》2014年第5期113-115,共3页Journal of Zhanjiang Normal College

摘　　要：理性诉求是广告中常用的一种诉求方法,这种方式通过在广告中阐述产品带给消费者的具体利益或产品的优点好处来劝服消费者购买产品。在理性诉求广告中常用的说服方法有实证式、比较式、问题解决式、原理阐述式、效果展现式。每种说服方法都有各自的说服特点和说服模式。理性诉求广告通过各种说服方法的运用增加了广告的可信性和吸引力。Rational appeal is a commonly used method of advertising. In this way, advertisement will elaborate the advantages of product to persuade consumers to buy the product. The common persuasion methods of rational advertisement are empirical model, comparison, problem solving model, principle expounding model and product effect showing model. Each persuasion method has its characteristics and model. The use of persuasion method in rational advertisement adds its credibility and appeal.

关 键 词：理性广告 说服方法 诉求方式 

分 类 号：F713.8[经济管理—广告]