本站原创 2004-07-05 08:37 浏览4095次
"Whether promoting a product, an event, or a person, an advertising [b]campaign is most effective when it appeals to emotion rather than So [b]reason. " [b]Discuss the extent to which you agree or disagree with the opinion [b]expressed above. Support your point of view with reasons and/or examples [b]from your own experience, observations, or reading.(理性和感性) [b][b]There are two traditional advertising tactics for promoting a product, [b]event, candidate, or point of view One is to provide reasons: the other is [b]to bypass reasons altogether and appeal strictly to emotion. Considered in [b]isolation, emotional appeals are far more effective. But many of the most [b]influential ads combine slim reasons with powerful appeals to emotion. [b]To appreciate the power of emotional appeals we need only consider the [b]promotion of sodas, beer, cigarettes, cosmetics and so on. This advertising [b]is the most successful in the industry: and it trades almost exclusively on [b]the manipulation of our desires, fears and senses of humor. In fact, it [b]wouldn't make sense to offer up arguments, because there really aren't any [b]good reasons for consuming such products. [b]Even so, some of these products are advertised with at least superficial [b]reasoning. For instance, in the promotion of facial moisturizers it has [b]become popular to use the image of a youthful woman with fresh, unlined [b]skin along with the claim that the product "can reduce the signs of aging." [b]This is indeed a reason, but a carefully couched one that never really [b]states that product users will look younger. Still, countless middle-aged [b]women will pay twice as much for products that add this claim to the [b]expected image of youthfulness that trades on their fears of growing old. [b]One of the most clever and ironic combined uses of reason and emotion is [b]seen in the old Volvo slogan, "Volvo, the car for people who think." The [b]suggested reason for buying the car is obvious: it is the intelligent [b]choice. But the emotional snare is equally clear; the ad appeals to one's [b]desire to be included in the group of intelligent, thoughtful people. [b]In conclusion, I agree that appeals to emotion are more powerful tools than [b]arguments or reasoning for promoting products. It is no coincidence that [b]advertising agencies hire professional psychologists, but not logicians. [b]Still, in my view the most influential advertisements mix in a bit of [b]reasoning as well. [b]
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