「廣告理性訴求策略」之策略分析

Strategic Analysis of Advertising Rational Appeals Strategy

廣告理性的運用，會直接影響廙告之說服及溝通效果。一個良好的廣告活動，基本上，它必須具有充分的廣告理性，俾以得讓我們的產品具有差異性、優越性及獨特性；並能讓消費者正視產品所提供之利益及形象，讓消費者正確而快樂的使用產品，並使消費者得到最大滿足。

The appliation of advertising ratioal appeals, will directly in-fluence the communication and persuasion effects of advertising. Basically, the appropriate ratiional appeals do facilitate the demon-stration of product's differentiation, superiority and uniqueness. In additions, the appropriate rational appeals also can help the customers consume the products correctly and pleasantly.