| 广告创作中的人文关怀与说服艺术 |
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| 引用本文： | 赵赜.广告创作中的人文关怀与说服艺术[J].国际新闻界,2002(1). |
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| 作者姓名： | 赵赜 |
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| 作者单位： | 中国人民大学 北京，100872 |
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| 摘 要： | 传统的营销传播是以物为中心 ,而整合营销传播是以人为中心 ,作为整合营销传播重要环节的广告也不例外。广告传播要达到理想的效果必须从消费者开始 ,然后再回到品牌。本文通过对大量广告案例的剖析 ,说明了广告创意中的人文关怀元素对实现良好说服效果的意义
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| 关 键 词： | 广告创意 人文关怀 说服艺术 |
Human solicitude and persuasive skills in advertising creation |
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| ZHAO Ze.Human solicitude and persuasive skills in advertising creation[J].Journal of International Communication,2002(1). |
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| Authors: | ZHAO Ze |
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| Abstract: | Communication of integrated marketing focuses on people while that of traditional marketing lays emphasis on things.Advertisement,as one section of the integrated marketing communication,is not an exception.Advertisement communication,to achieve ideal results,must begin from consumers and then return to brands.The article,through lots of analysis on advertising cases,reveals the significance of human caring in achieving better persuasive effects. |
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| Keywords: | advertising creation human caring persuasive skills |
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