Rational and emotional appeals in advertising

Rational appeal in advertising:

In the case of rational appeal, the advertisers try to appeal to logic and reason rather than emotions. The focus is on persuading the customer by appealing to his senses that making a particular purchase is more reasonable. Generally, the advertising messages that are product feature-based carry a rational appeal. For example, an advertisement highlights the features of a product mainly and how these features are superior to those in other products. Another advertisement may highlight the benefits and the lower price. This is called the use of rational appeal. You can frequently come across such appeals in the adverts for home appliances or automobiles. An ad that states that your car is the most fuel-efficient and safest carries the rational appeal.

Emotional appeal:

The focus of emotional appeal in an advertisement is to elicit a strong emotional response rather than reason or logic. The use of emotional appeal is made to connect with the customers at an emotional level. An ad can evoke a variety of emotions, including fear, anger, love, and passion. Many times emotional appeals in an advert are just meant to make the consumer feel valued and special. Emotional appeals work because while many customers can control their emotions, emotions control most of them. While many times fear may help elicit the proper response, at other times, love or passion is required to connect with the customer.



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