| In the age of emotion-based consumption of online shopping, the mouse click of network audience of advertising online is for the thousands of similar products with smaller differences among function. companies are trying to strengthen the emotional connection with consumers to distinguish from other competitors.more advertisors choose the advertisement full of emotional appeal to communicate with consumers. Online advertising once mainly from the initial appeal gradually began to involve emotional appealOn the basis of traditional theory of advertising emotion, this paper attempts to establish the model on audience's emotional response to online advertising. Models propose the roles that online advertising convince the audience with their emotions: awareness impacted by the emotion of the audience for information about online advertising, , the attitude of the audience for the advertisement and the brand, and the intentional behavior to the advertised products.This paper compare the psychological effects in emotionalconvince between traditional advertising and online advertising with experimental method, and find that print emotional reflections stimulated by traditional advertisement and online advertisement are different. In terms of formation in positive attitude and change in the positive direction of attitude, the convice of network advertising are more effective. Online advertising audience's attitude is more easily changed, meanwhile the rate is higher. But the strong effect is a double-edged sword. when external factors are not appropriate, the effect is more likely to cause the negative emotion to the advertising and brand. In the aspect of changing the purchase intentions, the online advertising is more persuasive. |
