本文主要采取定性分析和定量分析相结合的方法，重点论述了个体受众接受情感诉求广告的心理效应过程。
This thesis combines the qualitative data analysis with the quantitative analysis, and focuses on discussing the psychological effect course of the audience accepting the emotional appeal advertising.
消费者行为是在一定情境或背景下产生的，其中，社会情境中的广告心理效应是最重要的情境性影响因素。
Consumer behavior is generated from a certain context or background, and the advertisement psychological effect of social context is the most important contextual influential factors.
只有充分运用心理学知识，了解消费者的心理效应，才能使广告取得成功，使企业从中获益。
The AD is successful and the firm is able to gain profits, as long as the psychological knowledge is fully applied and the consumer's psychology is well understood.
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