当今社会，广告几乎无孔不入渗入了人们的生活中。广告作为一种宣传产品的信息，目的是劝导受众接受其广告内容，进而产生心理变化，以期最终影响他们的消费行为、购买其产品。这与劝服的改变人的认知、态度、行为的过程及目的一脉相承，两者有效地契合，将有利于促进广告效果的实现。本文从劝服性理论在广告传播中的应用入手，分析了目前广告在劝服性方面存在的问题，并针对这些不足的方面，提出了提高广告劝服性的有效途径，以期达到更好广告效果。
关键词：劝服性理论；受众；广告效果；传播方式；应用
Abstract
Today's society, advertising is almost all-pervasive infiltration of people's lives.Advertising as a promotional product information, aims to persuade readers to accept their advertising content, and thus psychological changes in order to ultimately influence their consumer behavior, to buy their products. This change to persuade people of knowledge, attitude, behavior and purpose of the course of the same strain, both effectively fit, will facilitate the realization of advertising effectiveness. In this paper, the theory of persuasion in advertising communication application analyzes the current ads to persuade the sexual problems, and lack of respect for these proposed increase of advertising to persuade an effective way to achieve better advertising effect.
Key words：Theory of persuasion; Audience; Advertising effectiveness; Mode of transmission; Application
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