死亡契约剧情解析:广告诱导消费动机的影响

广告诱导消费动机的影响

Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people's desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage Some of the products work. Others are worthless and a waste of consumers' money.

消费者可能因为一个广告而去购买一件价高或者质劣的商品。比如说，一些广告商通过宣传汽车配件可以提高汽车行驶里程来迎合人们想要更节能的汽车的欲望。有些产品是有效的，有一些则是没有任何价值，纯粹浪费钱。

Sometimes advertising is intentionally misleading. A few years ago a brand of bread was offered to dieters  with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic, but just

有的时候，广告就是有意误导。几年前，有一个品牌的面包号称是专门针对节食者的，每一片面包含有更少的热量，事实证明，这个面包仅仅是

regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.

普通面包。它们看起来热量更少仅仅是因为每一片面包都切的更薄，而同样一整条面包的热量是相同的。

On the positive side, emotional appeals may respond to a consumer's real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear ol loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. II consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.

从正面的角度来看，情感诉求可能是真实的对消费者关注的方面做的响应。就像火灾保险，火灾险的出售是唤起人们对损失的担忧，而对损失的担忧正是出现火灾保险的真正原因。知道财产的安全需要得到保险的意识使得购买火灾险成为大部分人的有益投资。当消费者意识到保险计划中的内容和广告中提供的信息是相同的时候，他们就从广告中获益了。

Each consumer must evaluate her or his own situation. Are the benefits of the produd "important enough to justify buying it? Advertising is intended to appeal to consumers, but il does not force them to buy the product. Consumers still control the final buying decision.

每个消费者必须评估自己的情况，是不是这个产品的好处值得你购买？广告的目的在于诱导消费者，但是它不是强迫你购买产品，消费者仍然拥有最后的决定权。

July 23rd, 2010  ;  Posted in Article

七月23日，2010