ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

›› 2006, Vol. 14 ›› Issue (1): 126-132.

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The Mechanism and Communication Effects of Emotional Appeal in Modern Advertising

Zhou Xiangxian;Jin Zhicheng

  

  1. Department of Psychology, South China Normal University, Guangzhou 510631, China
  • Received:2005-08-08 Revised:1900-01-01 Online:2006-01-15 Published:2006-01-15
  • Contact: Jin Zhicheng

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

Key words: emotional appeal, ELM, attention, persuasion

CLC Number: