Research on the Emotional Appeal of Advertisement Design About Youth Consumer Groups

DOI

10.2991/icassee-18.2018.147How to use a DOI?

Keywords

youth consumer groups; advertisement design; emotional appeal

Abstract

The youth group has the characteristics of focusing on emotion, individuality and pursuing fashion. The paper discusses the expression of emotional appeal in advertisement design in the youth consumer groups. By analyzing the unique characteristics of consumer psychology to the youth consumer groups, the paper pointed out that under the influence of youth consumption culture, the expression of emotional appeal in advertisement design should pay more attention to differentiation and Personalization, more attention to the role of personal emotional factors. The purpose of this paper is provided some reference and inspiration for the design and performance of emotional appeal advertising for the youth consumer groups.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Cun Shang
AU  - Kyung Ho Lim
PY  - 2018/12
DA  - 2018/12
TI  - Research on the Emotional Appeal of Advertisement Design About Youth Consumer Groups
BT  - Proceedings of the 2nd International Conference on Art Studies: Science, Experience, Education (ICASSEE 2018)
PB  - Atlantis Press
SP  - 730
EP  - 734
SN  - 2352-5398
UR  - https://doi.org/10.2991/icassee-18.2018.147
DO  - 10.2991/icassee-18.2018.147
ID  - Shang2018/12
ER  -