An Empirical Analysis of Rational and Emotional Appeal Design Strategies in Short Video Advertising

Through rational appeals and emotional appeals, advertising affects audiences’ preferences and purchase behaviors for products. Short video advertisements have strong advantages in information dissemination in the mobile internet environment. This paper uses empirical methods to explore the design strategies and methods of consumer electronic product advertisements. This paper selects smartphones as the research object and analyzes the impact of rational and emotional appeals in video advertisements on people through the semantic difference method. This research uses EEG physiological measurement indicators and the 7- Likert scale to obtain attention level and emotional evaluation, and then analyzes how to obtain the audience’s attention in a short period of time, and how rational and emotional appeals affect the audience's preference and desire to buy. In the end, some smartphone short video advertisement design strategies are proposed for reference when designing advertisements, whether the goal is establishing an impression or expanding the market.