The meaning of humor appeal

Question 1: What are the types of advertising appeals? 5 rational appeal: explain important facts, explain the harm of rational comparison concept, in order to persuade not to buy.

Emotional demands: love, affection, homesickness, sympathy, interest, other personal psychological feelings (satisfaction, accomplishment, pride, sense of belonging, etc. )

The combination of reason and reason

There are also: suggestive appeal, improving brand recall rate, gradually cultivating brand hobbies, humor, advertising, fear appeal and anxiety appeal, causing direct reaction, changing consumer experience and giving brand social significance. ...

Question 2: the disadvantages and countermeasures of humorous advertisements; Emotional appeal; New concept of advertising creativity; 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 advertising, with a view to guiding the creation of emotional advertising in the future.

Keywords: advertising rational emotional appeal consumption principle

"Modern and even the future is an era of excessive consumption. In a relatively affluent society, the purpose of consumers is no longer just to consume for demand, but more to consume and consume for feeling. " This is an opinion put forward by an expert at an international advertising seminar. It may sound a little sophistry, but it makes sense to think about it carefully. In the modern society where the pace of life is accelerating day by day, people are busy with their 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 accomplishment of career and the sense of honor of 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 were born in modern society. Advertisers can arouse consumers' experience through emotional appeals, and control people's consumption behavior through people's emotional process, so as to achieve the purpose of advertising promotion.

1. the era of the rise of emotional appeal advertising

What is an emotional advertisement? This must start with people's emotions and the purpose of commercial advertisements. We know that 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, which is often accompanied by emotional activities. Generally speaking, the stronger the emotional activity, the easier it is to produce buying behavior. It can even be said that the generation of purchase behavior depends on individual emotions to a considerable extent, and emotional appeal advertisements are generated under such conditions. It is not based on the inherent characteristics of the commodity itself, but more research on the psychological needs of consumers, using reasonable artistic expression to create advertisements, and looking for the breakthrough point that can most resonate with consumers' emotions, so as to urge 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 perspective, such as telling them what kind of refrigerator saves the most electricity and what kind of watch is the most punctual. This kind of advertisement is called rational advertisement. Of course, rationality and sensibility are relative, and rational advertising is still one of the important appeal means in today's advertising, for example, it is more commonly used in the advertising of durable consumer goods. However, compared with the past, people now pay more and more attention to emotional appeal advertising, which is likely to catch up with it. They have changed the rigid methods of overemphasizing corporate brand characteristics 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 smooth advertising style and frank and sincere advertising demands, which will make you feel, be fascinated and control your emotions, and let you reach the depth of "fantasy". It constantly hits people's feelings, makes you close to it, has a good impression on it, and is finally conquered by it emotionally, and finally achieves the purpose of selling products or services. Today, with the increasing demands and expectations of consumers, emotional appeal advertisements are developing rapidly.

2. The new thinking of modern emotional appeal advertising creation

As we said before, the emotional appeal in commercial advertisements is rooted in the emotions of the audience. How can we achieve the goal of catering to the audience's emotions in emotional appeal advertisements? How to stand out in 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 people-centered world is rich and colorful, and human nature is a rich theme. The metabolism of life, human emotions, emotional communication and the pursuit of life all constitute a very wide range of life topics. Therefore, most successful advertisements are good at digging deep into human nature, satisfying people's deep desires and prayers, affirming people's value and embracing peace, tranquility and happiness. Has become a new theme of advertising performance ... >>

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

First, emotional appeal strategy.

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

1. Emotional language, image and background atmosphere act on the excitement of consumer demand.

A product can meet some 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 demand is the direct basis of emotions and emotions, objective * * * can only play its decisive role through the intermediary of consumer demand. Once the excitement of his needs is triggered, his mood is bound to rise, and the behavior of satisfying his needs will appear faster and more strongly. If a product wants to go deep into the hearts of consumers, it can start from their needs and closely link the product with a certain demand, so that consumers will think of the product as soon as such demand appears, and then the advertisement will achieve a good promotion effect and reach 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 contaminated with a harmonious and cordial feeling, suggesting that this is the best drink for entertaining relatives and friends.

2. Increase the psychological added value of products.

As a material form, products and services do not have the function of psychological added value, but through proper advertising, this psychological added value will be generated 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 increase in satisfaction of users or consumers when using this product. " [3] Because people's 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 over-value products. Because buying such products can get double satisfaction-material satisfaction and spiritual satisfaction. When making a purchase choice, the "psychological balance" will inevitably tilt towards such products. For example, "Goldlion" relies on successful men, "Marlboro" embodies free men and so on.

Step 3 Use the "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 field of sports, they will often be given many specialties that are not in the direction of sports. Therefore, many enterprises do not hesitate to invite sports, entertainment and even political stars to advertise their own enterprises or products. The reason is that these characters are full of enthusiasm for the public, and their behavior directly affects the public, making them love what they love and like what they like, and naturally they buy what they buy. Psychologically, it is called "usurping the role", that is, the public will psychologically transfer the advantages that the star likes to themselves by buying products similar to those of the star. For example, people who like Dawn buy Robust pure water, and people who like Ekin Cheng buy Feng Ying shampoo. Another halo effect is produced by the product itself, that is, if the product is accepted by the public and has one advantage, it is easy for the public to think that it has other advantages. For example, some products rank first in sales for many years and are easily accepted by the public, so they naturally think that these products are of good quality, good service and beautiful appearance.

4. Use hints to promote popularity.

Most products are permanent users, and there is no question of popularity, 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 do not exist in isolation from each other, they influence each other in social interaction and establish family friendship. In order to express their feelings, they will give each other health, wealth or warmth with gifts. Therefore, if the product meets their wishes, they will take the initiative to buy the product, giving less consideration to the quality and efficacy of the product. And if the atmosphere of buying this product can be operated by advertisers into today's > >

Question 4: What is the definition of "emotional appeal" in advertisements? Perception, as far as Chinese word formation is concerned, gives people the first impression that "perceptual nature, sensory nature." The Chinese Dictionary explains: "The intuitive understanding 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. He divides human cognitive ability, that is, traditional rationality, into three types: perceptual, intellectual and rational. Kant understands the perceptual theory of "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 have two interpretations. 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 a certain sensibility, not an "intellectual" writing attitude aimed at transmitting knowledge. ""Emotional writing "is the kind of emotional writing, which is full of some emotional language, like a trickle, like a surge of * * *. Perceptual understanding of related words: one-sided, phenomenal and external understanding 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 organs "sensibility" can be roughly summarized as the process of completing intuitive activities through sensory experience, without obvious rational thinking, not a thoughtful process, that is, giving subjective (integrated with 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 perceptual intuition. There is no fixed logical norm, which is a feeling that can only be understood but not expressed. First of all, we should contact reality. Perception is understood as the opposition of rationality. When "sensibility" is compared with "rationality", it becomes "irrationality", sensibility and sensibility. Everyone's understanding of "rationality", even if it is not accurate, 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 perceptual. The word "sensibility" is not a very negative derogatory term. Secondly, "sensuality" and "sexiness" can be confused for a while, but they are interlinked over time, and there is the saying of "sensual sexy woman". Some people compare sensibility to a trickle, while sexiness is the tide of the sea. Sensibility is a symbol of motherhood, and sexiness is a symbol of porn stars. In this way, "sensibility" has become a female-specific 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 inappropriate for a man to flaunt his sensibility. The traditional patriarchal society overemphasizes the differences between men and women, the stereotype of "masculinity" 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 feeling. There is also the sensibility in our daily life, which is what we often say most often. The "sensibility" in these technical terms is too abstruse to be used in daily communication. But the word "sensibility" has already gone out of its original discipline and integrated into popular culture. Perception in daily life: To understand vocabulary in daily context, we often feel semantics in the context, not through definition. 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 communication misunderstanding caused by misunderstanding of language and writing may be an important aspect of misunderstanding. Everyone's perception is different because of 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 need not be sentimental, and their emotions are obvious but ... >>

Question 5: Calling 1 10 to complain that a person talks too much is funny, which wastes time, especially the rest time, and directly threatens life. ―― Xu Teli

Question 6: What are the famous humor magazines? 1, vogue USA, 1892, this old American fashion magazine is called Before Fashion, In Fashion. Cultural critics have always believed that the history of vogue from 1 13 is a history of fashion photography. The secret that supports vogue to lead the fashion image trend and occupy the core position lies in the best photographers in the world, such as Helmut? Newton, the master known as "Desire Photographer", worked in vogue for many years. Unfortunately, he died two years ago. 2. esquire gentleman America was founded in 1933. This gentleman has always claimed that he only deals with mature men and is not interested in cover bikini girls. For 72 years, it has always emphasized the mature, elegant and noble style. Although it is a bit old-fashioned to insist on it in today's fast-changing fashion market, its position in the rivers and lakes is indeed beyond the reach of colorful wool magazines. 3.co * * * Opolitan Metropolis USA, founded in 1886, is an old magazine. It made its debut in a bold and interesting style, calling for a "cosmopolitan girl", but its style is not particularly prominent in similar magazines now. Similar to Michele Monique Reis, beauty is beautiful, indifferent and tasteless. Founded in 1996, the "co *** opolitanshow" for sales, promotion, exhibitions and fashion shows still seems interesting and is known as the "best marketing and sales activity" in the fashion industry. 4, W America, 1972 founded an old high-end fashion magazine. The June issue actually published a 60-page photo of Brad Pitt and Angelina Jolie's "intimate life"-this group of photos showed the bright and dark sides of American families in the 1960s. Pete and Julie play a couple on the screen, silently telling the story of this fictional family with expressions and body language. The corresponding theme text description is only two pages-showing its keen grasp of fashion trends. 5. Nylon, a unique American women's fashion magazine, was founded in 1998, with a different style and a biased sword. In recent years, it has attracted advertisements from many big-name cosmetics companies. It is said that the reason is that these advertisers "hope to adopt a new and unique carrier to influence consumers." 6. Harper is very popular in the United States. Founded in 1867 with a long history. 7.gq America was founded in 1952. The contents of gq magazine include fashion, food, travel, fitness and gender relations, focusing on leisure and product information. Because it pays attention to the quality of life of men, many perspectives focus on local and international fashion. Among them, the content of sex is also an aspect of the quality of life, but the attraction of gq lies more in fashion, so the proportion of sexual relations in gq is strictly controlled at around 10%. 8.elle France was founded in 1945. In French,' elle' means "female" and stands for feminization. Its Chinese edition is the leading periodical in China fashion magazine market, with brothers and sisters all over the world, and it is the pillar of French Huaxie Group. The style is more approachable than the newly listed vogue. 9. Marie Claire France was founded in 1988, which broke the tradition of 14 years without using men as the cover of Beckham, and is now called the wildest magazine in the mainstream women's fashion magazine market. In 2002, Beckham said "I am like a beast in bed", which made many women "collapse"! 10, Madame Figaro, France, founded in 1980, a gentleman has an innate temperament of singing with women. They all emphasize elegant and steady appearance, and value "wisdom in fashion". Behind them is the powerful newspaper group le Figaro, which is a little "wordy"-the content is not just fashion. 1 1, fhm men's gang in Britain, fhm was founded in 1985, the full name of which is for him, and it is positioned as a soft * * * magazine. The annual global 100 sexy women selection and global status survey report are reserved columns of fhm. The Men's Gang under emap Group took the lead in presenting the theme of beauty and bar humor to young male readers in China. Recently ...

Question 7: There are three ways to appeal for advertising copy:

1. Rational appeal

Rational appeal needs to convey the functional interests of enterprises, products and services objectively, rationally, truly and accurately, provide information for the object of appeal to analyze and judge, or directly put forward opinions and make clear arguments to urge consumers to make rational judgments after thinking.

The basic idea of rational appeal is to convey information clearly, strengthen the cognition of the object of appeal with information itself and logical persuasion, and guide the object of appeal to analyze and judge.

A. Explain important facts: direct statements, data, charts and analogies.

When advertising focuses on conveying the characteristics, performance and purchase benefits of products, description is the most important fact, and making a promise of benefits is the most commonly used method. The language to be elaborated needs to be refined and accurate. Direct statements, providing data evidence, lists and charts, and analogies with similar products are often used to provide information for goals.

B. explanation: provide the cause, demonstrate the effect, and provide and answer questions.

Advertising can not only convey the product characteristics, but also demonstrate a series of characteristics, functions and effects, thus deepening the understanding of the target audience. You can show the causes or arguments in the form of graphic combination to increase the credibility. And the way of asking and answering can effectively lead the focus of the object of appeal to the focus of advertising.

C. rational comparison: comparison, defense and refutation.

Comparison mainly adopts the way of rational appeal, compares with competitors and highlights its own advantages. You can make implicit comparison without specifying a brand, or you can make tit-for-tat comparison. Dominant brands can show their advantages through comparison; Weak brands can enhance their taste and show their uniqueness through comparison.

D. conceptual persuasion: positive argumentation and refutation of wrong views.

When this product or service brings a new consumption concept, product selection concept, enterprise concept or viewpoint, we can also use rational methods to deeply convince the target. You can explain your new ideas in a positive way, or you can refute old misconceptions.

E. don't buy harm: fear appeal.

Fear appeal is also a common method of rational appeal, which shows the benefits of buying and the harm of not buying, and describes the possibility of some disturbing, worrying and fearful events. However, it should be noted that the degree of fear displayed in the advertisement should be appropriate, and the fear appeal must be at an appropriate distance from the target object.

2. Emotional demands

The basic idea of perceptual appeal is: approach consumers' hearts with humanized connotation, close the distance with consumers, let consumers participate in or share some pleasant spiritual enjoyment brought by products and services, establish emotional connection with brands, and have emotional preference for enterprises, products or services.

If we find that the product and its usage scene are directly related to a certain emotion, we can use this emotion to make it an effective emotional appeal tool.

A. Love and care: love, affection, homesickness and nostalgia, friendship and communication between strangers.

Love and care are the foundation of human feelings, which can resonate with people most. An atmosphere of joy, happiness, satisfaction, warmth, etc. What easily infects consumers in advertisements mainly depends on the main emotional factors of love and care-love, affection, nostalgia and friendship. For example, the advertisement "Laid-off Articles" of Di 'ao brand washing powder, featuring laid-off women workers and considerate daughters, truly reproduces the affection between mother and daughter. A gentle language: "Mom says Diao brand washing powder can wash a lot of clothes with just a little" and an exciting sentence: "Mom, I can help you with your work", as well as the tears of love and relief left by my mother for my lovely daughter, plus the music that is first sad and then unfettered. Reasonably condensed the whole connotation of mother-daughter affection. As a result, it broke through the routine of stiffly promoting the efficacy of washing powder, and implanted the brand image into the hearts of many consumers, full of affection.

B. Interest in life: curiosity, leisure, humor, etc.

Life contains rich interests, such as enjoying leisure, humor and curiosity. Although it is not an emotion, it can cause positive psychological feelings, such as relaxation, complacency, comfort, etc., and it is easy to infect the object of appeal, so it is also a commonly used means of emotional appeal.

C. Self-concept and expectation: personality, values and sense of self-realization.

It is another important way of emotional appeal to fully display the distinct self-concept and expectation of the object with personalized content and style, as well as the individual's yearning for social image and the relationship between supply and demand, including personality, values, self-confidence, pride and self-realization. Li Ning brand advertising slogan "Anything is possible" ...

Question 8: Do feedback and complaint mean the same thing? breakdown

Feedback is the answer and reaction given or asked by an organization or individual (usually the person in charge or the receiver).

A complaint is an appeal initiated directly by dissatisfaction.

For example: go to a business hall to handle business, catch up with someone to check or inspect, and ask how you feel about the service and whether you are satisfied. Your answer is a kind of feedback

If you are not satisfied with the service at work, you can directly find the other party's reception or the response of the responsible department. This is a complaint.

Question 9: Humor and wit are flashes of wisdom. There are four strategies and seven methods. The lesson plan shows the help you want.

Implement emotional appeal strategy

Emotional appeal, starting from consumers' consumption psychology, grasps consumers' emotional needs and requires products to meet their needs, thus affecting consumers' impression of products and causing great attraction and influence. Advertising emotional appeal should adopt some strategies to * * consumers' consumption psychology and buying behavior.

1, emotional language, images, stimulation of background atmosphere

For a product, in order to meet the needs of consumers, advertising production must proceed from the interests of consumers and grasp the excitement of consumer demand. The demand of consumers determines the direction and result of their emotional and psychological activities. Emotion, because consumers' needs exist objectively, is bound to play a decisive role as an intermediary on the basis of direct emotion. Once triggered, he needs * * *, and his mood is bound to be high, but the high mood to meet the demand will be faster and stronger. Advertising products can go deep into the hearts of consumers, and can closely follow their needs from products and certain needs, so that consumers can have such needs. He hopes that this product has achieved good publicity results and realized the last hope of advertising. Emotional appeal is a specific product to meet the needs of consumers, which can naturally meet the requirements of these achievements. If the TV advertisement says that the host of a friend's party needs to appear on the screen, Nestle Nestle Coffee is infected with a layer of emotion and full of harmonious and intimate feelings, which shows that it is the best drink for entertaining family and friends.

2. The psychology of increasing the added value of products

Physical products and services have no psychological value-added function, but through appropriate advertising, this psychological value-added will be healthy. American advertising scholars pointed out: "Advertising itself is often its unique function and added value, which represents the added value of users or consumers to meet the needs of using this product." [3] Because people's needs are diverse, material needs and spiritual needs, these two types of needs are often in a state of integration, which can bring spiritual pleasure and material satisfaction. Spiritual satisfaction is based on material needs and can sometimes replace material satisfaction. Therefore, product quality is the foundation of an enterprise. To achieve added value, more consumers with spiritual needs are more willing to buy valuable products. Because buying these products can get double satisfaction-material satisfaction and spiritual satisfaction. Tilting is inevitable, and the purchase choice of such products is "psychological balance". For example, "Goldlion" is a successful man, and "Marlboro" reflects a free man.

3. "Halo effect"

Halo effect is a concept of social psychology. It is recognized that it has certain advantages, and it is generally believed that it has many other advantages. If the public thinks that some excellent athletes are on the sports field, they will often be given a professional direction that does not belong to sports. Many companies spend a lot of money to invite sports and entertainment stars and politicians to promote their enterprises or products. The reason is that these digital public intelligence loves them, and their behavior directly affects the public, making the public like what they like. If they naturally like to buy, they will buy. Psychologically speaking, those public products that claim to have "similar functions to stars". Psychologically, they buy Robust pure water for their favorite stars, such as Liming, and then shift to their own advantages, such as Ekin Cheng people buying abundant shampoo. Another product with halo effect has its own advantages. If the product is accepted by the public, it will be easily accepted by the public. For example, some products that have been sold for many years are readily accepted by the public for the first time, and naturally they will think of their excellent quality, thoughtful service and beautiful appearance.

4. Use hints to promote fashion.

The most important commodity for permanent use, if not popular, becomes a popular product when many people buy it, but the products purchased are not necessarily its users, and many products are used to feed family and friends. Because consumers are not isolated, they establish family friendship with each other in social interaction. In order to express their feelings, they will give each other health, wealth or warmth with gifts. If the product meets these expectations, they will take the initiative to buy the product and consider the quality and efficacy of the product. If the atmosphere in which you buy this product can be an advertiser's operation and become a fashion in today's society, then consumers will be guided to snap up the products demanded by Yashili Kevin·Z cereal. Is the mother of a motherly child, melatonin requires the affection between master and apprentice, while the parents of bully video games require charging ... >>.

Question 10: How do guests complain about the salty dishes? It's too hot. Our chef wants customers to drink more water and replenish more water, so he added more salt. How to treat this concern? If it's not delicious, I'll go back and give feedback to the chef.