丰裕化社会的物质产品极度丰富,消费者的选择空间前所未有的宽广。再加上消费者生活水准的提升,必然要求从单纯的物质消费上升为文化消费,开始注重消费的象征性价值与符号意义。由此,在影响消费者的品牌选择的过程中,广告日益由信息手段走向诉诸情感,通过情感诉求打动消费者,并引领消费。 The material products in an abundant society are extremely rich, and consumers have a vast choice of space. Coupled with the improvement of the standard of living of consumers, it is necessary to demand a rise from simple material consumption to cultural consumption and begin to pay attention to the symbolic value and symbolic meaning of consumption. Thus, in the process of influencing the brand choice of consumers, advertisements increasingly resort to the means of information to resort to emotions, impress consumers through emotional appeals and lead the consumption.