Question

QUESTION 3

In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational advertising appeal but, rather determining how to combine the two approaches. Explain with examples emotional and rational appeals in advertising. Discuss five (5) critical points marketers must take into consideration whether to use more emotional or rational appeals when developing advertising message or campaign. 20 marks

Answer 1

Emotional Appeals in Advertising-Those messages, which are based on fiction or imagination instead of information, by using emotional feelings like-passion, fear etc are called Emotional Appeals in Advertising.

Examples-1.Fear-Mouth wash- Fear of germs in the mouth.

2.Happiness-Candy-enjoying the childhood life.

Rational Appeals in Advertising-Those messages, which are based on logic and reason rather than the emotions by using scientific ideas and facts like-anti smoking, medication, vaccination etc are called Rational Appeals in Advertising.

Examples-1. Fact-Mouth Cancer- Protect yourself from smoking.

2.Logic-Polio Drop-Strong & healthy life.

Five (5) critical points marketers must take into consideration whether to use more emotional or rational appeals when developing advertising message or campaign-

1. Appeals should be relevant to the product or service.

2. It should be legal means should not against any legal framework of the country.

3. It should be based on situation of current scenario means should be practly found or probable to be found.

4. Choice of media for appeal should be strong.

5. Appeals should be associated to experiences and facts otherwise it will be unable to maintain strong reach to the consumer.

Thanks & all the best..........