| Public service advertising is not for the purpose of profit,for the public,the transfer of social and individual ideas of public service advertising,it uses a special means of expression,to stimulate people’s appreciation of interest,to help people establish the correct concept to To guide people to better deal with the relationship with others,society and nature.Public interest advertising to achieve the impact of people thinking and ideas of ideas and behavior,must take a certain approach,emotional appeal is often used in public service advertising one of the means.Compared with the rational demands,the use of emotional appeal in the use of emotional appeal has a strong advantage,emotional appeal can not only bring the public emotional experience,but also can make the public inadvertently accept the idea of public service ads to prevent the public to produce psychological Discomfort,but also can enhance the interest of public service advertising itself.Based on the classic advertising theory,combined with the latest advertising case the emotional appealing of public service ads in depth analysis.This paper summarizes the emotional elements that are frequently used in public service advertisements,analyzes the motivations of the use of emotional appeal in public service advertisements,and explains the emotional motives,psychological characteristics and emotional persuasion processes of public service advertisements,and summarizes the performance principles and manifestations of public service ad emotion demands,To explore the public service advertising appeal path.On the basis of summing up the predecessors’ theoretical achievements,this paper also puts forward some novel ideas.First,the emotional elements of public service ads are divided into two aspects: form and content,and the emotional elements of public service advertisements are classified from two aspects.Secondly,the emotional motive of public exposure to public service is analyzed,The third part of the emotional appeal of the form of expression is divided into positive and negative two,and made a detailed classification and discussion;Finally,on the basis of the previous,put forward the use of emotional appeal of several comparisons Novel countermeasure.This paper makes a multidisciplinary analysis of the emotional appeals of public service advertisements by using the subject knowledge of psychology,advertising,communication and other disciplines,and explains the mechanism of the appeal of idiom advertisement emotion,and makes the application of idiomatic appeal in public service advertisement New attempt for the public service advertising emotional theory of development and practice of a constructive exploration. |
