1. Rational appeal

Rational appeal needs to convey the functional interests of enterprises, products and services objectively, rationally, truly and accurately, and provide information for the object of appeal to analyze and judge, or directly put forward opinions clearly and demonstrate them, so as to urge consumers to make rational judgments after thinking.

The basic idea of rational appeal is to clearly convey information, strengthen the cognition of the object of appeal with information itself and logical persuasion, and guide the object of appeal to analyze and judge.

a. explain important facts: direct statements, data, charts and analogies.

when advertising focuses on conveying the characteristics, performance and purchase benefits of products, it is the most important fact to explain and promise benefits. The language to be elaborated requires refinement and accuracy. Often use direct statements, provide data evidence, list charts, and analogy with similar products to provide information to the target.

B. explanation: provide the causes, demonstrate the effect, provide and answer questions.

when conveying product features, advertisements can also demonstrate a series of features and demonstrate functions and effects, thus deepening the understanding of the target audience. The cause of formation or demonstration can be displayed in the form of graphic combination, which increases the credibility. And the way of asking questions and answering them can effectively lead the concern of the object of appeal to the focus of the advertisement.

C. rational comparison: comparison, defense and refutation.

The comparison is mainly carried out in the way of rational appeal, and compared with competitors to highlight their own advantages. It can be compared implicitly, without specifying the brand, or it can be compared tit for tat. Dominant brands can show their own advantages through comparison; Weak brands can improve their taste and show their uniqueness through comparison.

D. Persuasion of ideas: making positive arguments and refuting erroneous ideas.

Rational methods can also be used to deeply convince the customers that this product or service brings a new consumption concept, product selection concept, enterprise concept or viewpoint. You can explain your new ideas from the front, or you can refute old misconceptions.

e. hazards of not buying: fear appeal.

Fear appeal is also a common method of rational appeal, showing the benefits of buying and the harm of not buying, and describing the possibility of some events that make people uneasy, worried and fearful. However, it should be noted that the degree of fear displayed in advertisements should be appropriate, and the fear appeal must have an appropriate distance from the targeted object.

2. Emotional appeal

The basic idea of emotional appeal is: to approach consumers' hearts with humanized connotation, to get closer to consumers, to let them participate in or share some pleasant spiritual enjoyment brought by products and services, to establish emotional connection with brands, and to have emotional preference for enterprises, products or services.

If we find that the product and the usage situation of the product are directly related to some emotions, we can make use of this emotion and make it an effective emotional appeal tool.

a. Love and care: love, affection, nostalgia and nostalgia, friendship and communication between strangers.

Love and care are the foundation of human feelings, which can arouse people's * * * most. The atmosphere of happiness, happiness, satisfaction, warmth, etc. that easily infects consumers in advertisements mainly depends on the main emotional factors of love and care-love, affection, nostalgia and friendship. For example, diao card washing powder's advertisement "Laid-off Articles" takes laid-off women workers and sensible and considerate daughters as the protagonists, which truly reproduces the affection between mother and daughter. A tender language: "Mom says, diao card washing powder, you can wash a lot of clothes with just a little bit" and a message that makes people feel hot: "Mom, I can help you with your work", as well as the tears of love and relief left by my mother for her lovely daughter, coupled with the music that is sad first and then unrestrained. Reasonably condensed the whole connotation of mother-daughter affection. As a result, it broke through the routine of promoting the efficacy of washing powder stiffly, and implanted the brand image into the hearts of many consumers with affection.

B. Interest in life: curiosity, leisure, humor and others.

Life contains rich interests, such as enjoying leisure, humorous taste, satisfying curiosity, etc. Although they are not emotions, they can arouse positive psychological feelings, such as relaxation, complacency and comfort, which easily infect the object of appeal, so they are also common means of emotional appeal.

C. Self-concept and expectation: personality, values and sense of self-realization.

It is another important way of emotional appeal to fully display the distinct self-concept and expectation of the object of appeal with personalized content and style, and the individual's yearning and supply and demand for social image, including the feelings of personality, values, self-confidence, pride and self-realization. Li Ning's advertising slogan "Anything is possible" and Jianlibao's "Now Popular Season 5" all use this appeal means.

3. combination of reason and reason

the basic idea of the combination of reason and reason is to use rational appeal to convey objective information, and use perceptual appeal to arouse the emotional appeal of the object of appeal. It can flexibly use various techniques of rational appeal, and can also add various emotional contents of emotional appeal. The combination of sense and reason is more commonly used in the writing of advertising programs and advertising actions, but the premise is that the characteristics, functions and actual interests of products or services are reasonably related to emotional content.