An Analysis Of Empathy Strategies Based On Empty-nest Youth Emotional Appeal Advertisements

With the prosperity of market economy,the marketing environment becomes more and more complex,and the emotional marketing that can arouse emotional resonance is increasingly sought after by the market.The use of emotional appeal of advertising everywhere,all want to emotional "emotional potential" into the consumer’s "heartstrings ".On the one hand,this study explores how emotional advertising can effectively achieve emotional interaction with consumers and promote purchase decisions;on the other hand,empty nest youth become the hot social discussion group object,they as the rapid economic development of the social structure "new city people",their own growth desire and social reality between the friction,breeding loneliness anxiety,inner emptiness.characteristics,and analyze how the empty nest youth advertisement based on such emotional appeal can achieve good communication effect.This paper takes the emotional appeal of empty nest youth as the starting point,integrates and analyzes the data of relevant sources,and gives insight into its emotional characteristics and consumption psychology.So as to carry out the analysis based on empty nest youth emotional appeal advertising empathy strategy.To explore the problems in this kind of advertisement,and to explore how to apply the empathy strategy in the advertising theme and expression means,so that this kind of advertisement can truly enter the heart of the empty nest youth.First of all,from the theory of empathy in related disciplines,this paper mainly from the"isomorphic association" and "internal imitation" two psychological effects of empathy,combined with advertising communication theory,integrated marketing theory,analysis of advertising empathy strategy model,explain how empathy advertising strategy can bring inspiration to emotional advertising,how to achieve the effect.Secondly,according to the network database,sociological papers,big data survey,documentary and other sources,insight into the emotional characteristics of empty nest youth loneliness,anxiety,emptiness,analysis of the "lonely economy" under the consumption psychology of empty nest youth.Exploring the Empathy of Advertising Based on the Emotional Characteristics of Empty Nest Youth the emotional entry point of the strategy.Then we analyze the problems of empty nest youth emotional appeal advertisement,introduce the empathy strategy of advertisement,analyze the emotion theme and expression strategy,combine the application example to make the analysis,get the positive significance and practical enlightenment of advertisement based on empty nest youth emotional appeal in communication effect,marketing interaction.Lastly,using the empathy strategy based on the emotional appeal of empty nest youth to carry on the graduation design practice,according to the Himalayan APP platform brand characteristics,media attributes,the creation of sub-brand "Yue Du ",in the form of" offline H5+offline flash shop peripheral product design "model,aimed at the feelings of empty nest youth.Sense characteristics set up the image of the brand Fang Wen’s healer,and strengthen the deepening of advertising emotion concept in empty nest youth cognition with the expression strategy of empathy isomorphism.