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 PAGE 19 I 摘 要 在情感缺失的现代，一个好的感性诉求型广告可以让人们这种缺乏的情感得到慰藉。在现代社会人们的需求观念已不再停留于仅仅获得更多的物质产品，以及获得产品本身，而是越来越多是出于对商品象征意义的考虑，也就是为了商品的象征功能而购买。在购买者的眼中，商品不再是某种物的符号，从某种意义上说，更是一种与他们的个性、地位、品位联系在一起精神上的符号。将情感元素融合到广告中，不仅能使广告内容与消费者的情感产生共鸣，加深对广告信息的印象，而且能降低广告的商业味道，以广告商业味道的现对弱化达到营销效果的相对强化。现代情感广告中所用到的典型情感元素有情爱、怀旧、幽默、恐惧等，而将这些情感元素融合到广告的手段也很重要，不同的策略和手法回达到截然不同的效果。 本文，首先通过对情感元素融于广告的心理学基础进行研究，然后介绍了情感元素运用于广告中所产生的效果，介绍了几种运用于广告的典型情感元素并结合案例分析了将情感元素融于广告的相关手段。 关键词：情感元素，情感诉求，情感广告 Abstract In the emotional loss of the modern , a good emotional appeal of this type of advertising can make people lack the emotional solace . In modern society the concept of people’s need are ni longer stop at just access tomore material goods , and access to the product itself , but more and more out of symbolic goods , that is , the symbolic function in order to buy goods . In the eyes of buyers , trade is no longer a matter of symbols , in a sense , it is their personality , status , taste linked to mental symbols , not people buy this product because it is useful , but also to show themselves and different , so the pursuit of pyschological satifaction . Emotional advertising emotional consumer needs . Because emotional advertising appeals to satisfy the consumer’s emotional needs and individuality . Those who fit the target consumer group emotional advertising , the brand is very easy to have a strong affinity and attraction . Specific emotional persuasive advertising is reflected in the positive emotional response will lead to specific goods or services advertised a positive attitude . In other words , an exciting or full of the intimacy of the advertising will make the audience have a good association , and thus the advertising of goods or services , a good impression . In this paper , first the emotional elements of the melt through the psychological basis for advertising research , then describes the emotional elements used in the advertisement the effect , describes the feelings of several elements used in advert