Rational appeal: The Rational Appeal persuades audiences to purchase something or act

on something by appealing to their sense of reason or logic. In other words, the Rational

Appeal effectively makes something make sense or seem obvious in such a way that it really
can't be argued.

Example:

Lifebuoy advertise their product in such a way that the consumer were attract their product.
In this pandemic everyone wants to be away from germs so Lifebuoy tell the consumer in
their advertisement that they are the world no 1 antibacterial soap, lifebuoy kill 99.9%
germs. These facts and figures were very helpful for the consumer to take decision.

Emotional Appeal: Emotional appeal is a persuasion method used to create emotional

feedback or response from the target audience. Advertising messages, usually based on
imagery rather than information, which attempt to achieve the advertiser's objectives by
evoking strong emotional feelings (fear, anger, passion, etc) rather than by a rational appeal.
Emotional appeals are often used to manipulate an audience into making an emotional
decision or giving an emotional response.

Example:
Lipton Pakistan launch a new campaign in which they partnered with The Citizens
Foundation to provide free education to students whom can’t afford the educational
expenditures. In this ad there is a small child who worked in a café due to his low financial
condition, he wants to go to school and get education but there are unable to pay their
expenses. Lipton take a step to provide free education to children in 10 schools of TCF
across Pakistan. This effort can be made successful with the help of consumers and
customers just by giving a missed call at a particular number mentioned at the end of the
advertisement that 40% of children in Pakistan aren’t going to schools.