| 情感广告的传播效果及作用机制 |
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| 引用本文： | 周象贤,金志成. 情感广告的传播效果及作用机制[J]. 心理科学进展, 2006, 14(1): 126-132. DOI: |
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| 作者姓名： | 周象贤 金志成 |
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| 作者单位： | 华南师范大学心理系，广州51063 |
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| 摘 要： | 情感诉求在现代广告中运用非常广泛，并已成为西方广告心理研究的热点问题之一。研究者们重点探讨了情感诉求的作用机制、情感诉求所能达到的传播效果及影响其传播效果的相关因素。文章对这些研究进行了较系统的考察，并提出了现有研究依然存在的一些问题
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| 关 键 词： | 情感诉求 精细加工可能性模型 注意 说服 |
| 收稿时间： | 2005-08-08 |
| 修稿时间： | 2005-08-08 |
The Mechanism and Communication Effects of Emotional Appeal in Modern Advertising |
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| Zhou Xiangxian,Jin Zhicheng. The Mechanism and Communication Effects of Emotional Appeal in Modern Advertising[J]. Advances In Psychological Science, 2006, 14(1): 126-132. DOI: |
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| Authors: | Zhou Xiangxian Jin Zhicheng |
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| Affiliation: | Department of Psychology, South China Normal University, Guangzhou 510631, China |
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| Abstract: | Because of its wide use in modern advertising, emotional appeal has become one of the most prevalent studies in advertising psychology in the West with the concentration on the following aspects: the functional mechanism and communication effects of emotional appeal and the relevant factors that may influence the communication effects of emotional appeal. Some of the existing problems that need to be further studied are pointed out on the basis of a systematic review of some recent researches. |
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| Keywords: | emotional appeal ELM attention persuasion. |
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