浅谈色彩意义在广告语中的运用

广告通过影响广告受众的心理诉求来达到广告目的。在广告中有着特殊重要地位的广告语也是通过这种方式发挥作用。广告心理诉求有知觉诉求、情感诉求、理性诉求三种。色彩意义在满足广告受众心理诉求方面能够发挥积极的作用。形象色彩主要可以满足人们的知觉诉求；感情色彩主要可以满足人们的情感诉求；风格色彩的作用则相对复杂一些。积极的形象色彩、正面的感情色彩和恰当的风格色彩可以提升广告语的效果。

On the Using of the Coloring Meanings in the Advertising Slogans

Advertisements achieve their purposes by influencing the psychological appeals of advertising audienoe. As one of the essential parts of advertisements, the advertising slogans do the job in the same way. The psychological appeals of advertisement can be divided into three types, sensory appeals, emotional appeals and rational ap- peals. The coloring meanings play an important role in satisfying the psychological appeals of advertising audience. The sensory appeals can be satisfied by image coloring. The emotional appeals can be satisfied by emotional coloring. But the function of style coloring is relatively complex. Proper using of coloring meanings can improve the effect of advertisements.