| The rapid development of digital technology in the 21st century rendered the strong power of the existing mass media incompetent and brought the emergence of personal media to replace them. Digital and personal media both have the format of being centered on individuals that share information in multi-dimensional aspects. As such, digital culture has been settled in all areas of people`s life through personal media, and the individuals started to express their personalities and emotions in a variety of ways. As if reflecting this phenomenon, the major trend of advertisement, which represents the social and cultural phenomenon and the needs of consumers, has recently become more emotionally appealing than rationally appealing. Therefore, by conducting case analysis in the advertisements of the products related to personal media, this paper aims to illuminate the meaning and future of the emotionally appealing analogue advertisements in the era of digital media. |
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