Perceptual appeal copy is also called perceptual copy, which is relative to rational appeal. For a long time in the past, there was not much competition between products. Most of the products were in short supply after they were on the market. At this time, rational induction can be a great success, that is, as long as the unique characteristics of the product are advertised in the advertisement. What he seeks is to induce consumers to make purchases from the perspective of conceptualization and rationalization, such as asking consumers to watch which watches are the most punctual and which refrigerators are the most power-efficient in advertisements. However, when the competition in the shopping malls intensified, the production developed rapidly, and the products were quickly replaced with new products. One kind of product appeared, and similar products immediately followed. Therefore, no matter which kind of product is in the market, it cannot guarantee the unique quality and performance. When no one can find a breakthrough in the product itself, the goal is turned to perceptual induction. Perceptual induction does not start from the characteristics of the product itself, but uses the inherent nature of the product, or considers additional emotions to cause consumer recognition, in a very humane way, to stimulate consumers 'emotions and satisfy consumers' self Image needs. Perceptual appeal In advertising copywriting, there are two obvious clues, which are the expression of emotional methods and the content of expressing emotional properties. Emotional expression means that the expression of advertising is emotional and the language shell is emotional, but the content of its expression may contain this rational element. Such as the exaggerated expression of product characteristics. Emotional description of product performance and function, star effect of product, etc. In this way, content and form are closely linked. Common forms include: Exaggerated This kind of manuscript is to use some exaggerated techniques to make the essence of some bland advertising contents or products more exaggerated, and the features are more vivid, and even the abstract concept hidden in the food is visualized. Yida's amazing beauty. For example, Bai Li soap s advertising slogan This year 20, next year 18 seems unreasonable, but essentially reflects the desire of people to promote youth deep inside, not only young people, but even middle-aged and elderly people, for well-known reasons They have lost the most precious years, and they often sigh, if time can go back 10 years, how good it is! And this slogan is spitting out this potential inner call. Exaggeration is a performance art. He is different from what is commonly called distortion and exaggeration of fact. It must be based on real life and constrained by people's feelings about real life, and it must conform to people's psychological state. descriptive Most of these manuscripts vividly and delicately depict and portray the purpose of inspiring consumers' emotions and desires. humorous This copywriting uses relaxed and playful language to attract and maintain consumers 'reading interest and create a relaxed and harmonious atmosphere to deepen consumers' impressions and understanding of advertising products. Humor has two basic characteristics: first, understanding and understanding. This is a manifestation of the author's own ability. The second is fun and makes people laugh. But this kind of laugh is not a purely physical pleasure, not a boring, low-level vulgar concoction, but a useful laugh, a wit laugh, a smile with ideological connotation and artistic charm. Mimicry This copywriting is a form of personification of a company or a commodity, including a static company or a commodity, into a dynamic human being. Not only the image of the product or the firm is more prominent, but also the distance for consumers to recognize the product. Expressing emotional content, this way is not the product of the writing stage, but the product of the creative stage. The content it represents may not be related to the product at all, but a kind of consciousness or idea, and then this kind of consciousness is connected with the idea through the product itself. In this way of expression, the copywriting conveys a certain idea and psychological knowledge in the consumer society, and then attaches this conscious thing to the product. That is, using an emotional flower way of products to cater to people's mental state. The emotions expressed by emotional appeals are usually as follows: Motherly love. This is the most sincere of human emotions. A noble and selfless mother's love is touching, has an irresistible psychological appeal, and can have many empathetic effects. filial piety. This is a sincere return from the children to the parenting grace. It is also a manifestation of human affection. This type of advertising copy often seizes the occasions such as "Mother's Day", "Father's Day", and "New Year's Day". By recalling the love of parents, it is the children's esteem, and the products are more humane. love. Love is the deepest impulse of the human spirit. Including the sincerity, firmness, eternity of love, and the happiness and joy given to it by people. Patriotic conditions. This type of advertising copy is more common in corporate image advertising. In short, the expression of emotional content involves a wide range. In addition to the items listed above, there are also brotherhood, teacher-student relationship, friendship, compassion, and personal pride and satisfaction. As the old saying goes, the person who touches the heart does not have affection. By enriching the human emotion of the product, the commercial taste of the advertisement is diluted and the human charm of the product is increased. Emotional appeal copy in ad copy | |
