On The Emotional Demand Of Advertising

Ways of advertising are of great importance for advertising effect. They decide on the effect of advertising to a large extent. Advertising has various ways of expression, which can be categorized into two groups: one is emotional demand and the other is rational demand. Emotional demand is the most important. For quite a long time, few systematic studies have been carried out on emotional demand about its basic rules and its decisive factors. There have been in-depth studies on emotional psychology; however, the studies on emotional demand still have a lot to be improved. The author of this thesis argues that the study on emotional demand can facilitate us in finding out the inner rules by which the advertising audience are influenced and the real reasons why the audience are influenced.This thesis first concentrates on various kinds of ways of advertising demand. Then the author will elaborate on emotional demand: its basic characteristics, its psychological characteristics, social origins, its type and its basic strategies and methods. And the author thinks that by means of emotional demand, advertising tries to find out the special value of a certain product in attempt to stimulate the audience's sense of identification and then to fascinate the target consumers to purchase the product. Therefore, to make advertising original, the key is to make emotional factors combined with a product and the process of its consumption and bestow a new quality on the product or enrich its original connotation. That is why advertising designers should analyze the product which is to be advertised precisely, posit it properly and express it reasonably. Thirdly, the emotional factors in advertising also have exerted many influences upon social culture. Through emotional ways, advertising beautifies the product, transmit its information and reconstruct the audience's purchasing psychology in order to fulfill the advertising purpose: to arouse the audience's imagination about the product and call forth the sense of fulfillment. Emotional demand is not only a way of expression, but a kind of cultural phenomenon and thus it is time-tested and deserves a careful study.