Question

哪位好心人帮我翻译一下英文摘要，谢谢了！感激不尽！

感性诉求广告的创意新思维

中文摘要

广告诉求方式对于广告效果来说是十分重要的，什么样的诉求方式决定了什么样的广告效果。广告有多种诉求方式，但归根结底有两大类，一是感性诉求，另一是理性诉求。虽然感性诉求广告的出现比理性诉求广告晚，但是由于“感性诉求广告是指通过向目标对象作感觉和情绪诉求的认同，激发消费者的购买冲动，从而促进消费者购买行为的一种广告类型”，①因此，深受消费者的欢迎，大有后来居上的气势。可是随着社会的进步，人们文化水平的提高，感性诉求广告面临更加严峻的形势，它必须在广告制作的道路上不断开拓新的方法，寻找新的创意，才能满足人们日益提高的文化需求和审美需求。本文正是从研究感性诉求广告的形成出发，探讨感性诉求广告创意的无尽新思维，及其应遵循的创作原则，以期为感性诉求广告创作提供一定的指导意义。

关键词：广告；感性诉求；创意；新思维

Answer 1

广告诉求方式对于广告效果来说是十分重要的，什么样的诉求方式决定了什么样的广告效果。广告有多种诉求方式，但归根结底有两大类，一是感性诉求，另一是理性诉求。虽然感性诉求广告的出现比理性诉求广告晚，但是由于“感性诉求广告是指通过向目标对象作感觉和情绪诉求的认同，激发消费者的购买冲动，从而促进消费者购买行为的一种广告类型”，①因此，深受消费者的欢迎，大有后来居上的气势。可是随着社会的进步，人们文化水平的提高，感性诉求广告面临更加严峻的形势，它必须在广告制作的道路上不断开拓新的方法，寻找新的创意，才能满足人们日益提高的文化需求和审美需求。本文正是从研究感性诉求广告的形成出发，探讨感性诉求广告创意的无尽新思维，及其应遵循的创作原则，以期为感性诉求广告创作提供一定的指导意义

The advertisement demand way regarding the advertisement effect is very important, what demand way has decided what advertisement effect. The advertisement has many kinds of demand ways, but has two broad headings in the final analysis; first, the perceptual demand, another one is the rational demand. Although perceptual demand advertisement appearance compared to rational demand advertisement evening, but because “the perceptual demand advertisement is refers to through makes the feeling and the mood demand approval to the target audience, stimulates consumer's purchase impulsion, thus promotes the consumer to purchase the behavior one kind of advertisement type”,①Therefore, the depth consumer's welcome, is had greatly the catching up imposing manner. But along with society's progress, the people cultural level's enhancement, the perceptual demand advertisement faced with a more stern situation, it must develop the new method unceasingly on the advertisement manufacture path, seeks for the new creativity, can meet the cultural need which and the esthetic demand the people enhance day by day. This article is precisely embarks from the research perception demand advertisement formation, the discussion perception demand advertisement creativity's inexhaustible new thought that and should follow the creation principle, provides certain guiding sense take the time as the perceptual demand advertisement creation