期刊名称：International Review of Communication and Marketing Mix
电子版ISSN：2605-0447
出版年度：2018
期号：1
页码：88-104
出版社：Universidad de Sevilla
摘要：The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational communication focuses on the product, it seeks clarity by articulating benefits and by relying on strategic mechanisms such as Reeves’ Unique Selling Proposition (USP). Through this article, we conducted a theoretical review of the resulting rational and emotional communication models from combining different parameters that result in new advertising discourses. For this, we will combine the theory with examples of awarded cases in different Advertising contests to understand the current thin line between the rational and emotional advertising messages.
