摘要:亲情共鸣不仅是广告情感诉求中的理想境界，也是为广告赢得消费者的最佳选择。如今，亲情在商业广告中的运用愈来愈普遍，越来越多的企业都倾向于采用亲情诉求的方式来宣传自己的产品或品牌。为消费者营造出一个家庭“温馨，和谐”的氛围，用家庭成员间亲情的表达和流露来引起消费者强烈的感情共鸣，从而拉近与消费者心灵上的距离。即便如此，亲情在商业广告中的运用并不是绝对意义上的十全十美，毫无瑕疵。也同样存在着一系列的问题。即过度渲染亲情，忽略产品宣传；亲情传递与产品宣传严重脱节；超出受众心理承受范围，受众难于接受。本文通过对目前商业广告中亲情的运用所存在的缺陷和问题的深刻剖析，并针对所出现的问题提出3方面改进建议。即亲情传递与产品宣传相辅相成；亲情表达与产品紧密结合，为产品服务；仔细揣摩受众心理。从而使亲情在商业广告中的流露与表达更加自然，得体。也使得商业广告中亲情的使用更加游刃有余，最终取得事半功倍的效果。

关键词：亲情 商业广告 运用

Abstract:Kindred resonance is not only ideal for advertising in the emotional demands, as well as for advertising to win the best choice for consumers. Today, the family using more and more common in commercial advertising, more and more enterprises tend to use family pursuit of ways to promote your product or brand. For consumers to create a family "a warm, harmonious" atmosphere, with expressions of affection among family members and reveals to consumers caused by strong feelings of empathy, emotional distance and consumers closer together. Even so, the family in the application of commercial advertising is not perfect in the absolute sense, without any flaws. There is also a whole range of issues. Over family, ignoring promotions; family delivery and product promotion seriously out; beyond the scope of audience's psychology to bear, the audience is difficult to accept. Through this article on the current ads in the affection of defects and problems in the application of the deep analysis, and 3 recommendations for improvement against the problems arising. Family complementary to delivery and product promotion; expression of affection and seamless integration of products and services; carefully try to figure out the psychology. Making breaks and more natural expression of affection in advertising, proper. Also make the family more ease of use in advertising and eventually obtained a multiplier effect.

Key words: The family  commercial advertising  use