Wen/Wei Wei

Advertising appeal is around the advertising theme through the role of the audience's cognitive and emotional aspects, to promote the audience to produce purchasing motivation. The rational appeal which is acting on the cognitive level and the emotional appeal acting on the emotional level become the two most basic strategies of advertising appeal, on this basis, it also produces the rational combination appeal strategy which also affects the audience's cognition and emotion.

Advertising appeal includes: rational appeal strategy, emotional appeal strategy and rational combination appeal strategy. There are two most common types of performance strategies aimed at affecting brand cognition: first, to raise awareness, strengthen memory, and achieve the most basic purposes of awareness and awareness. Second, the establishment of brand image, to achieve a deeper understanding.

Attention is the advertising and its content of the attention and concern, people's attention can be divided into intentional attention and unintentional attention to two kinds. Intentional attention and unintentional attention can be transformed into each other. When an advertisement has an unintentional interest in the consumer, if it can be raised, it may translate into intentional attention.

Attracting unintentional attention is the initial goal of the ad during the attention phase. The basic strategy is to highlight the advertisement from the background, so that the advertisement becomes the object of the consumer's acceptance of the information, and make the thing other than the advertisement become the background. The main way to do this is to make the difference between the ad and the background, the greater the difference, the more obvious the ad as the object of attention. Specific methods can produce effective differences in many ways based on psychological research results. Such as movement and quiet differences, large and small differences, color contrast differences, strange and general differences, height and short differences.
 

Interest is the tendency of people to actively explore something. Interest and attention are inseparable, only interest in advertising and its advertising products, will produce intentional attention, intentional attention is positive and profound. As far as advertising is concerned, it is not enough to attract the unintentional attention of consumers, because it is not systematic, not profound. It is also important to further stimulate consumer interest so that unintentional attention translates into intentional attention. How can ads interest your target audience?

Fundamentally, advertising should appeal to the root causes of interest, which can arouse people's interest. There are four main reasons why people are interested in advertising:

(1) Advertising information is useful or valuable to him;

(2) The concept and point of view of advertising support his view;

(3) The design and content of the advertisement is stimulating to him;

(4) The entertainment performance of the advertisement brings him some emotion. The strategy of advertising to arouse consumer interest can start from the above four aspects. In the specific construction of advertising information is not all-encompassing, but according to the characteristics of the target audience, focused on appealing to a certain aspect.

In deepening the understanding of advertising, we should pay special attention to the audience's acceptance and cognitive level, so as to adopt a reasonable understanding strategy. First of all, pay attention to whether the ads to the target audience's ease of access is appropriate? Is the language of the advertisement difficult to understand? Is the slogan of the ad easy to understand? Whether the style of advertising conforms to the level of consumer appreciation, etc. 

Secondly, we should adopt appropriate transformation and speaking speed to benefit the learning and mastery of the target audience. Because learning speed is related to the audience's ability to accept. Inappropriate speed may not be conducive to a correct and comprehensive understanding of the content of the ad. At the same time, understanding is the basis of memory, can not be well understood, can not be well remembered. Recommended reading:The emotional appeal of advertising design!

Let consumers remember the product brand. In fact, advertisers not only want consumers to remember brand names, but also hope that consumers can make their brand the first brand in the minds of consumers. For homogenized goods or low-involvement goods (or services), the first brand of goods tends to have a high purchase rate.

With the goal of increasing or enhancing brand memory, performance strategies are often adopted: first, repetition. By repeating to deepen the memory of consumers, the method is simple and tried and tested. Second, a large number of slogans, slogans, colloquialisms, rhymes and other easy to hear easy to remember, Lang Lang mouth language expression, to achieve the purpose of strengthening the brand.

In the advertising campaign, we must realize that everything has its social attributes. By extending it to the whole cultural field, it focuses on the central point of the consumer's culture. At all costs, the purchase of blood is given a unique social value / meaning of the consumer, there is no shortage of people, advertising products placed in a specific social environment, the product itself has the corresponding environmental characteristics, thus affecting the consumer's identity psychology, and purchase behavior. Life situation advertising. In the advertisement, the product is placed in a specific social environment, thus giving the brand social and cultural connotation. Show consumers the environment in which the product is used and the atmosphere in which it is used.