aged women will pay twice as much for products that add this claim to the expected
image of youthfulness that trades on their fears of growing old.
One of the most clever and ironic combined uses of reason and emotion is seen in
the old Volvo slogan, Volvo, the car for people who think. The suggested reason for
buying the car is obvious: it is the intelligent choice. But the emotional snare is equally
clear; the ad appeals to ones desire to be included in the group of intelligent, thoughtful
people.
In conclusion. I agree that appeals to emotion are more powerful tools than
arguments or reasoning for promoting products. It is no coincidence that advertising
agencies hire professional psychologists, but not logicians. Still, in my view the most
influential advertisements mix in a bit of reasoning as well.
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