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설득 커뮤니케이션,[object Object],-메시지 소구방법,[object Object],이성적 소구 와 감성적 소구,[object Object],10조 이영광, 윤혜리, 정다움, 최선모, 박아람,[object Object]
Contents,[object Object],V 이성적/감성적 소구란?,[object Object],        - 정의,[object Object],       - 장, 단점 분석,[object Object],V 사례 분석 ,[object Object],       - 이성적 소구 메시지,[object Object],       - 감성적 소구 메시지,[object Object],        - 이성적 vs감성적 ,[object Object],V 결론,[object Object]
이성적/감성적 소구란?,[object Object],-정의,[object Object],V 이성적 소구(rational appeal),[object Object],실증적, 논리적 자료들을 통해 수용자의 이성에 호소하는 방법,[object Object],V 감성적 소구(emotional appeal) ,[object Object],수용자의 감정이나 감성 또는 가치관에 호소하는 방법(긍정적 소구, 부정적 소구),[object Object]
이성적/감성적 소구란?,[object Object],-장단점,[object Object],V  이성적 소구의 장단점,[object Object],+ 실증적 논리적 자료의 제시 -> 높은 신뢰성, 이해도,[object Object],-  ,[object Object],V감성적 소구의 장단점,[object Object]
사례분석,[object Object],- 이성적 소구 광고,[object Object]
사례분석,[object Object],- 이성적 소구 광고,[object Object],소비자측면의 직접적인 혜택 중심의 정보전달에 초점,[object Object]
사례분석,[object Object],- 감성적 소구 광고,[object Object]
사례분석,[object Object],- 감성적 소구 광고,[object Object],제품 속성에 빗댄 상황의 제시(긍정적,부정적)로 소비자의 연상이미지 구축에 초점,[object Object]
사례분석,[object Object],  -이성적 vs감성적,[object Object],제품속성강조에 있어서 소구 방법의 차이를 보임(사실기반 vs상황대조),[object Object]
결론,[object Object]

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