表情符号与广告语:解锁数字时代产品营销的新动力  

Emoticons and Taglines: Unlocking the New Dynamics of Product Marketing in the Digital Age

作　　者：吴杭燕 刘宏艳[1] 

机构地区：[1]浙江理工大学心理系,浙江 杭州

出　　处：《电子商务评论》2024年第4期391-396,共6页E-Commerce Letters

摘　　要：产品包装与广告词在产品营销中扮演着至关重要的角色,它们相互补充,共同促进产品的销售和市场推广。本文从不同类型产品的角度出发,探讨了包装上的表情符号与广告词所带来的不同影响。研究发现,表情符号在产品包装中的应用需要根据产品的核心属性进行精准把握。广告词在营销中同样发挥着关键作用,理性广告词应注重传达产品的客观事实和实际效益,而感性广告词则应强调情感或抽象形象方面的信息,以激发消费者的情感共鸣。本文最后还针对不同类型产品的市场营销给出了相应的建议。Product packaging and advertising copy play a crucial role in product marketing, complementing each other to promote product sales and market promotion. This article starts from the perspective of different types of products to explore the different impacts brought by the emoticons on the packaging and the advertising copy. The study found that the application of emoticons in product packaging needs to be accurately grasped according to the core attributes of the product. Advertising copy also plays a key role in marketing, rational advertising copy should focus on conveying the objective facts and actual benefits of the product, while emotional advertising copy should emphasize emotional or abstract image information to stimulate consumers’ emotional resonance. Finally, the article also gives corresponding suggestions for the marketing of different types of products.

关 键 词：产品类型 表情符号 情感营销 广告词 理性与感性诉求 

分 类 号：F42[经济管理—产业经济]