On the Study of Advertising Appeals

Advertising is an activity of persuasion.The success or failure of an ads,to a large extent,is determined its mastering of the three main persuasive appeals,namely,rational appeal,emotional appeal and ethical appeal.Being guided by the classical and modern rhetoric theories of the west, the paper introduces the relevant knowledge of communication and advertising psychology and analyzes the three appeals through some advertising examples,expecting to deepen our understanding about persuasive appeal theory and to better guide our practice of ads creation.