Now and even in the future is a superfluous consumptive period. In a relatively affluent society, the consumptive goal of consumer, it is to need and be consumed not merely, more ground is for consumption consumption, consume for the feeling. Right now consumer is not satisfied at measure and pledging only, and the sensibility that can seek higher administrative levels is contented. The person's affection is the richest, also arouse the most easily.
The sensibility in advertisement accuses begging is to be based on this kind of cause, pass mining or add commodity affection, will arouse the same feeling in people heart, make people produces good opinion to commodity, bring about thereby buy deed.
Banner advertisement is form of a kind of when release advertisement information through network media new-style advertisement, the ad that it places certain measure through be on the net will tell a netizen pertinent information, enter the webpage that the businessman appoints through attracting a netizen to click advertisement further, achieve comprehensive recommendation thereby breath, reveal product and achieve the goal such as netizen feedback in time.
To the network, sensibility appeals to beg advertisement to have a few such advantages:
１ , versatility. The language of a few countries or area, custom is OK and alien, the aesthetic view of different people, viewpoint of value can differ, but affection can be interlinked however. This suit network advertisement very much internationally characteristic.
2, interactive sex. Having very rich feeling because of the mankind, be aroused easily, so sensibility appeals to beg advertisement to have very big interactive sex, this is affection tells the reason that begs advertisement to have taller hit on the network.
3, blame commerciality. The commerce of bright to having intent is publicized, people is unavoidable have the heart that guard against. Sensibility appeals to beg advertisement to because hold closely,living the milk of human kindness this element, ability is in commercial conduct propaganda desalt its commerce breath, make place of consumer of one's own free will attacks ad, accept the product of a conduct propaganda or service.
Network sensibility appeals to beg advertisement to have methods of such a few kinds of originality:
One, feel effect
-- the wallop of character
The ware that network advertisement place displays often has unique character or function, make consumer true feel this, it is the step with network advertisement the most significant design and purpose. But generally speaking, the network advertisement limitation as a result of its file and size of width of cloth, its behave means to have very big limitation, but if find appropriate expressional method, can obtain the result of get twice the result with half the effort.
Successful case
MOTOROLA is newest the characteristic of the V998 mobile phone that roll out is modelling very lightsome and cabinet, function complete, what this network advertisement passes expressional dangler below is jolty, turn over change to reflect its into the mobile phone main characteristic, gain a success.
(This advertisement in all 20 pictures, the 14th it is here)
2, appeal effect
-- the appeal of the clue
Network advertisement can make animation, such it can resemble advertisement of movie and TV same, behave certain circumstances. Have the advertisement extraordinary of the clue, attract the netizen's attention and curiosity easily, obtain self-identity to feel, achieve better advertisement result.
Successful case
This is the advertisement of APC UPS power source, it talks about love with Icq through two people, cut off the power suddenly in the moment of truth the importance that will reflect UPS.
(Advertisement in all 10 pictures, the 3rd it is here)
3, affection effect
-- the appeal of atmosphere
On the net, rich affective advertisement stimulates the appetite that the person clicks more easily. Stylist is built through the method such as colour, character, image, composition of a picture give a kind of atmosphere, it makes watched advertising person to generate a kind of sentiment, this kind of mood makes people is accepted and click advertisement just about, accepted the service that advertisement place rolls out or product thereby. Network advertisement should try to heighten his affection effect, be good at understanding, play gifting even the affection that commodity place suits, build netizen of be sent on a diplomatic mission to produce resonant atmosphere, make advertisement is accepted.
Successful case
New traveller is column of a travel, the sea and beach well foil gives this theme, 5 footmark step one by one, the romantic feeling apply colours to a drawing travel come out.
(Advertisement altogether 8 pictures, here is the 8th)
4, understand effect
-- factual conviction
The fundamental that exerts understanding effect helps consumer find out them to buy the intention of commodity namely, contact product and this motive directly. Sometimes consumer is not clear that this product can bring what profit to them, we can emphasize goods the importance of some respect function. To banner advertisement, what should notice is the fine of select material.
Successful case
This is the advertisement of a Chinese Construction Banks, it reflects the bank on the net through the wheel to the importance of the car the importance to electronic business affairs.
(Advertisement in all 5 pictures, the 1st it is here)
5, memory effect
-- the affinity of the brand
Network advertisement is the one fraction of marketing strategy only. Advertisement cannot sell this product truly, and the interest that can attract potential purchaser only, so that provide more detailed product introduction data to them. Advertisement can be in the product backside company when marketting this product to be sold together, use the popular trust that establishs a company to let consumer also produce hope to the product namely.
Additional, look from psychological effect, known thing can earn the credit of people more than strange thing. And one of reasons that this emphasizes a brand just about. The oneness strategy that advertisement communicates in the information on different media, it is to establish this kind of familiar move.