%0 Journal Article
%T The Mechanism and Communication Effects of Emotional Appeal in Modern Advertising<br>情感广告的传播效果及作用机制
%A Zhou Xiangxian
%A Jin Zhicheng
%A <br>周象贤
%A 金志成
%J 心理科学进展
%D 2006
%I 
%X Because of its wide use in modern advertising, emotional appeal has become one of the most prevalent studies in advertising psychology in the West with the concentration on the following aspects: the functional mechanism and communication effects of emotional appeal and the relevant factors that may influence the communication effects of emotional appeal. Some of the existing problems that need to be further studied are pointed out on the basis of a systematic review of some recent researches.
%K emotional appeal
%K ELM
%K attention
%K persuasion<br>情感诉求
%K 精细加工可能性模型
%K 注意
%K 说服
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=FAB1670F77CCC8EC7D836E0D41B12069&aid=414F8F7DF2F79D7F&yid=37904DC365DD7266&vid=F3583C8E78166B9E&iid=CA4FD0336C81A37A&sid=6FBD78E3BAB60869&eid=7C72DBC13F2D71EC&journal_id=1671-3710&journal_name=心理科学进展&referenced_num=0&reference_num=29