Emotional appeal VS Rational appeal
Emotional appeal VS Rational appeal
source:http://www.skipcohenuniversity.com/scu-blog/marketing-monday-advertisings-15-basic-appeals
Advertising appeals include emotional appeals and rational appeals. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation.
Emotion Appeal
Emotional appeals always utilize emotional persuasion techniques to appeal consumer in order to stimulate the desire to buy. It aims to promote product by appealing customer feeling.
source: http://thevisualcommunicationguy.com/2017/09/28/personalemotional-appeal-advertising/
For example, when consumer buy TOMS shoes, they will donate shoe to flat chest.
source: http://www.acrosstwoworlds.net/?p=292
On the other hand, some advertising persuade people follow with the festival. For example, OSIM always prepared a lot of advertising during Mother’s Day and Father’s Day, it appeals all the children’s emotion to buy it.
source:http://www.senq.com.my/updates/osim-mothers-day-super-deal/
Thus, emotional appeal always work as human is easy to be influenced by emotion.
Rational Appeal
Rational appeal works when the reasonable, practical and functional desirability of a product or service to a potential consumer. It works well when the marketing department promotes a product that is necessary for everyone’s life.
source: https://www.tes.com/lessons/lxdTewLHhdS7GA/journal-1-appeals-and-framework
For example, Volkswagen promotes the product by appealing all the function and benefit to people.
source: http://www.afaqs.com/news/story/42650_Volkswagen-Polos-Power-Play
Therefore, the aim of this kind of advertising is to attract the attention of those who are mainly focus on objective factors, such as quality, economy, or features.Therefore, the aim of this kind of advertising is to attract the attention of those who are mainly focus on objective factors, such as quality, economy, or features.
source: https://marketingwit.com/types-of-advertising-appeals
Article by: Choong Lerxin
I modified it to be grammatically natural :
ReplyDelete- It aims to promote a product by appealing customer feeling.
- For example, when a consumer buys TOMS shoes, they will donate a shoe to needy people.
- On the other hand, some advertising persuades people to follow with the festival.
- Thus, emotional appeal always works as a human is easy to be influenced by emotion.
- Therefore, the aim of this kind of advertising is to attract the attention of those who are mainly focused on objective factors, such as quality, economy, or features. (There are two duplicated sentences at the end of the paragraph, you need to erase one sentence.)
For rational appeal, It is important to have a concise and persuasive advertising concept to gain consumer understanding and empathy.
Editor : Woo Hayoung
ReplyDelete