Rational V/S Emotional Appeal in Advertising
Selling emotions is easier than selling any product. The human mind is unpredictable and works in inexplicable ways. It processes complex emotions and makes decisions based on not only facts and figures, but also on the feelings evoked by a message. Top advertising agencies optimise this understanding through every campaign. Advertisers select different communication channels to promote an idea, a product or a service.
(Source: Pacific Cognitive Behavioral Therapy)
Often we notice a set pattern in the tone of these messages. Such marketing communications are based on either emotional or rational appeals. Though there are plenty of other approaches for advertising, most advertisements can either be labeled as rational or emotional appeals.
Let's dig a little deeper.
Rational appeal revolves around facts and statistics based on logic and reason. Such advertisements try to persuade customers by informing them of the different features and characteristics of the brands.
Here, marketers trust a customer's judgment and offer them material that will help them critically evaluate the option and make a wise purchase decision.
Advertisements for automobiles and home appliances often focus on their attributes. Also, when brands want to promote a discount or an offer valid for a limited time, they often rely on rational advertisements.