摘要
广告的体验诉求是诉诸于消费者的体验心理,在广告中传播体验信息,增强互动性,获取消费者的认同,进而影响其消费行为。电视广告的体验诉求主要从感觉、情感、思维等方面来影响消费者。体验诉求的效果,有赖于广告对体验的表达和展示。德芙在2009年推出的电视广告,为如何让诉诸于消费者体验心理的广告显现成效提供了参考。
The experiential appeal of advertisements is the appeal to the psychological mechanism of experience,to communicate experiential messages in advertisements,enhance interactivity,gain acceptance from the consumers and thus influence their consuming behaviors.The appeal of television commercials influences consumers in mainly the sensual,emotional and rational aspects.The effect of experiential appeal is depending on the expression and display of the experience advertised.The television commercials Dove launched in 2009 provides a reference for the effective application of advertisements appealing to the consumer's experiential mentality.
关键词
体验诉求
广告
德芙
体验式营销
experiential appeal,advertisement,dove,experiential marketing
