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

摘要

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.