①理性诉求(rational appeals)是受众自身利益的要求,它们显示产品能产生一定的利益。例如,能展示产品质量、经济、价值或性能的信息。
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Bridge(1950) 5 记忆诉求 (Memory Appeal)、理性诉求 (Rationalized Appeal)、 成功诉求(Success Appeal)、经济诉求(Economy Appeal)、恐惧诉求(Fear Appeal)
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对集体备课的理性诉求 Education Science Forum
Emotional appeal and rational appeal is two appealing types of the advertising, which can influence the consumers' mental processing differently. One of the most important factors deciding which type to use is the products' internal characteristics.
情感诉求和理性诉求是广告的两大诉求形式,它们对消费者心理和行为有不同的影响机制和传播效果,而决定采用何种诉求方式的重要因素之一是产品本身的性质。
参考来源 - 情感、认知和态度:探索跨产品类型广告的心理效应·2,447,543篇论文数据,部分数据来源于NoteExpress
当然,儿童向的广告中理性诉求是有限的,因为大多数广告用情感和间接方法对心理状态或联想产生诉求。
Certainly, rational appeals in advertising aimed at children are limited, as most advertisements use emotional and indirect appeals to psychological states or associations.
“和谐”是当代农村多元文化选择的理性诉求。
The harmonious rural culture is the rational appeal of contemporary rural multicultural choices.
讯息诉求对广告态度有显著影响,以理性诉求较佳。
Message appeals have positive impact on advertisement attitude, especially, rational appeal functions better than emotional message appeal.
that expresses the will of the majority, the will of the greater number be rendered compatible with the needs of philosophy and the claims to respect ? only reason and a better argument?
众人意志的民主,及大多数人的意志,能够兼容,哲学需求,及尊重理性,及进阶辩论的诉求吗?
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