According to the cognition,feels and moves three different variables change steps,there are three ways in the Russian advertisement text: emotional sues,rational sues and reasonable sues.

Because of its wide use in modern advertising, emotional appeal has become one of the most prevalent studies in advertising psychology in the West with the concentration on the following aspects: the functional mechanism and communication effects of emotional appeal and the relevant factors that may influence the communication effects of emotional appeal.

The reason why an emotional appeal advertisement is enjoyed by audience is that it keeps to the emotional rules, and appeals the emotional topics which audience needs, such as gladness, feeling, love, humor, reminiscence.

Emotional appeal advertisement refers to that in the way of emotional persuasion,advertisement appeals emotions to and makes known the truth to the consumers,and in the end to make them produce favorable emotion and attitude to the product in the advertisement.

Analysis of the emotional demands of ad spots

In Modern Design Art domain,emotion with the Design Art between close relation,not only manifests in emotional demands design and the Design Art theory of infiltration,moreover in both the theory of integration.

Advertising has various ways of expression, which can be categorized into two groups: one is emotional demand and the other is rational demand.

Because of the influence of social transformation in our country,the ethical demand in political legitimacy of construction of CPC is becoming increasingly strong,which requires us to seek more ethical reasons for the origin of political legiti.