祝凤冈 (1996) 将广告诉求分为二類，理性诉求 ( rational appeals )、感 性诉求 (emotional appeals) ，理性诉求：是以功利性作取向，去激勵消费者改变态度或者
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理性诉求 rational appeals ; Rationalized Appeal ; rational demand
感性诉求 emotional appeals ; Perceptual demand ; emotional appeal ; rational appeals
故事性诉求 Story appeal
选样性诉求广告 selective demand advising
情绪性诉求 Emotional appeals
理性诉求 rational appeal
对集体备课的理性诉求 Education Science Forum
知性诉求 Intellectual Appeal
司法的独立性诉求和新闻及公众的参与性诉求经常发生矛盾，导致两个领域之间的误读时有发生。
As the independence of judiciary contradicted to the participation of news and the public, misunderstanding among them is ordinary affairs.
从品牌角度看，我感觉小米过于注重功能性诉求的表达，缺乏情感性诉求和自我表现性诉求的表达。
From the brand perspective, I feel too much emphasis on the functional demands of millet expression, lack of emotional appeal and self-expression in pursuit of the expression.
其关于“审美无功利性”与“自由美”的命题涵盖了艺术的自律性诉求，成为审美现代性的一个重要特征。
Aesthetic unutilitarian and free beauty directly lead to the self-discipline of art, and therefore become a major characteristic of Aesthetic modernity.
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