EMOTIONAL AND RATIONAL

APPEALS IN A
COMMUNICATION STRATEGY

When and how to use them ?

Fernandez Charlie
BABA
2825368
Question # 1

« A marketer must decide whether to

incorporate rational or emotional
appeals in their communications
strategy. Describe conditions that are
more favourable in using one or the
other and give examples. »
Table of content
 Sending message process.

 How to send a message ?

 Two different kind of appeals.

 When and how to use one or the other ?

 Examples.

 Can we have both, an emotional and rational appeal ?

 Conclusion.

 Sources.
 Sending message process

Consummer

Organisation Message Appropriate Consummer

Medium

Consummer

Alan Hirst and David Caper : Lecture 6. 2010

 Alan Hirst and David Capper : Lecture 6. 2010
Repetition
Repetition Helps
HelpsUs
UsRemember
Remember-- But
ButAds
Ads“Wear
“WearOut”
Out”
Both
Both Pictures
Pictures and
and Words
Words Can
Can Differ
Differ in
in Vividness
Vividness
Verbal/Written
Verbal/Written Messages
Messages
Visual
Visual Messages
Messages Stronger
Stronger Stronger in
in
Stronger inin High-Involvement
High-Involvement
Low
Low –– Involvement
Involvement Situations
situations Situations
situations
Message
Message Conveyed
Conveyed in
in Words
Words or
or Pictures
Pictures
How to send a message ?
Two different kind of appeals
 In this presentation we are going to talk about two
different kind of appeals.

 Emotional : Try to bond the consumer with the

product.

 Rational : Make the interest of the consumer on

the attributes of the product.
When and how to use one or the other ?

1) Emotional Appeals:

 What : Try to create a link between the product and

the target. We are not selling a product but its spirit !

 How : Via a visual message. (immediate impact)

 When : Low involvement goods.

 Effective : 3 kinds of emotional appeals

Sex appeals / Humour appeals / Fear appeals
When and how to use one or the
other ?
2) Rational Appeals:

 What : Show the attributes of the product.

 How : Just give the information nothing else (no

emotions)

 When : Used for high involvement products.

Example : Sex appeal
Pepsi (soft, or hot, drinks) : Pepsi

http://www.youtube.com/watch?v=T-PnrIexbnY&featu
re=related
Example : Sex appeal (AGAIN !!!!)

Guiness : Share one with some friends !

http://www.youtube.com/watch?v=0vUXwvy6BE0
Example : Humour appeal

Evian (mineral water) : Roller Babies !!

http://www.youtube.com/watch?v=XQcVllWpwGs
Example : Fear appeal

DOE : Car accident prevention

http://www.youtube.com/watch?v=1j3RzBJZT9I&feat
ure=related
Example : Rational appeal

Apple : iPhone 3 GS

http://www.youtube.com/watch?v=e982_bz9NIM
Can we have both, an emotional and rational appeal ?

Apple (again) : iPhone 3GS (again !!)

http://www.youtube.com/watch?v=lPmrsla-3eQ
Conclusion

 A targeted commercial is vital for an effective

campaign.

 3 kinds of emotional appeals.

 Rational appeals are mostly for high involvement.

 A rational and emotional commercial is feasible.

Sources
 Lecture # 6.

 http://www.youtube.com/watch?v=T-PnrIexbnY&fe
ature=related

 http://www.youtube.com/watch?v=XQcVllWpwGs

 http://www.youtube.com/watch?v=1j3RzBJZT9I&fe
ature=related

 http://www.youtube.com/watch?v=e982_bz9NIM

 http://www.youtube.com/watch?v=lPmrsla-3eQ