Construct Symbolic Of The Emotional Appeal Of Interpersonal Relations

Advertisements, as an image of media contacted frequently by audience, has deep influence on people's daily lives. There is a kind of misfit on advertising owe to the market-orientation. Emotional appeal is a more humanized appeal to its objective consumers. However, it has been abused in many advertisements, especially in gifting advertising. This paper primarily concentrates on research into the misuse of emotional appeal, and reveals the facts about the advertisements which in the name of emotional care, but results the consequences of interfering with interpersonal relationships. To show the humane care, the author holds a critical view on these ads and the social problems raised by marketer and media together.The paper takes the approach of case study. There are 4 chapters. The first chapter mainly explains why the research issue was chose and what it means. Chapter 2 begins with the comments on the Nao Baijin advertisements;the slogan No gift acceptance except Nao Baijin puts the inter-personal relationship concept into product positioning. Chapter 3 analyses thoroughly the gifting advertising that separate inter-personal emotion relationship. As a result, these advertisements have become the wall, but not the bridge, they have separated not only the relationships of audiences and advertisers, audiences and media, but the relationships of between human beings. Besides, to some extent, the society & culture have been divided and reconstructed. In the end of this paper, the author calls off a more warmly inter-personal relationship and a more pure advertising environment.