Students Attitude On Emotional Advertising And Rational Advertising And Its Impact Factors

Rational appeals and emotional appeals are two basic formals of advertising appeal. According to the different appeals, advertisings are divided into rational advertisings and emotional advertisings. Rational advertisings introduce the trait of the product; emotional advertisings are grounded in the emotional, experiential side of consumption. This research uses experimental and questionnaire methods to compare the influence of rational advertisings and emotional advertisings on the attitude toward advertisings, and analysis the effectible factors from product and consumer side. The conclusions indicate that: (1) The attitude of the graduate toward emotional advertisings is better than rational advertisings, and emotional advertisings get more positive appraisal. (2) Introversive people prefer rational advertisings; Extroversive people and introversive people have no significance difference on the attitudes toward emotional advertisings. (3) Low-involved products suit better for emotional advertisings. (4) The advertising attitudes toward different formals of advertising have no significance difference in natural feelings and positive feelings. These conclusions are supplementary to the formers, and provide psychology according to applying advertisings.