A Study On The Patterns Of Emotional Appeal In The Advertising Appeal Styles

The ultimate aim of advertisements is sales promotion. During a long term of less-abundant supplies of goods, advertising, having given priority to rational appeals, employs the means of functional-analyzing strategy in provoking customers to pursue the sales promotion. Actually, it is closed related with emotional appeals. Therefore, this paper is to study the advertising appeals from the perspective of emotional appeals. The emotion-appealing advertisements, through creating nostalgic, humorous or family-like atmosphere, satisfy consumers'needs for emotion, attract consumers'attention, stimulate their desire and realize the marketing purpose effectively.The study begins with the consumers'psychological process of acquiring information, and then analyzes how emotions influence consumers and consumers, in return, make responses to find out their "attention mentality". The "unconscious attention mentality" is vital in seizing consumers and making successful advertisements. The satisfaction in emotion will lead to consumers'love for the product from the first sight, then unwillingness to put it down and unswerving loyalty at last. The initial attempt of purchase will develop into multiple purchases and brand recognition purchase. The emotional appeals will be analyzed for its manifestation, classification and its criteria, which will prove that types of products determines, to a certain degree, the choice of appealing style.With the typical cases of emotional appeals in advertisements home and abroad, the style of emotional appeals is explored. Emotional appeals are subdivided into love appeal, nostalgia appeal, humor appeal, sex appeal and fear appeal, a profound analysis of which will discover problems in present practices and offer suggestions. This study is to provide inspirations and references for creation and expressiveness of domestic emotional appeals in advertisements.