Discuss when to use emotional or rational appeals in ad.
Advertisement can be segmented into two groups, which are
emotional and rational. Advertisement
with emotional appeals is how we use the feeling to persuade people to buy or
get the awareness of the advertisement.
Each of us enter to the world as irrational individual. Consumers
are easily to get influenced by the advertisement that can stimulate their
heart. Especially the awareness advertisement, advertiser will create fear to
the reader by reading the advertisement. So, the readers will notice the issue
and enhance their awareness. Besides, some of the consumers like to follow the
majority to blend into their society. Some advertisements also use the
bandwagon effect to influence the minority to buy the product so that they can
blend into the majority. Advertiser also will use emotion-base advertisement to
promote the prestige product for the consumer to enhance their social class.
However, the contents of advertisement with rational appeals
are the product benefits or some convincing proof. For the rational consumer,
they like to evaluate whether the product is worth to the value. Normally,
people will assume that expensive stuffs are good quality and the cheap stuffs
are bad quality. Sometimes, inside the
advertisement will compare the product with the competitor brand to show the
consumer who emphasize on product quality. The advertiser will use write how
easier and convenient is of the product to attract the consumers who like the
product that can reduce their burden and do work easily. For example, Maggie
Mee is easily to cook and suitable for the busy people.
Written By : Elyza Ee Hui Yee
When comparing between rational and emotional I always believed that the emotional appeal was the better choice simply because regardless of anything, humans most of the time react through instinct and feeling which is exactly what the emotional appeal really focuses on.
ReplyDeleteThats not to say, the rational appeals lacks a certain luster but ultimately if it boils down to it, the emotional appeal would always be the top choice when compared with the rational appeal.
Both rational and emotional appeals must work together in order to stir up the thinking gears of the viewer's mind. Rational facts must be presented in an ad, to display a product's advantages or to deliver a message. But, these facts might need a little push in order to fully get the viewer's attention. Which is when the emotional appeal comes in. Facts can just be pasted on an ad, and people may ignore it if it doesn't interest them. But if you connect these facts with the people on an emotional and personal level, then the more likely these people would bother to look at the ad and will get the message.
ReplyDeleteEmotional and rational approach are targeting on the same goal, which is to influence people. But however the impact of each approaches are increasing, some people will not feel anything when they are reading the ads and some will not bother to even read it, unless they are attracted to it.
ReplyDeleteBut by combining the two approaches will give the advertiser a benefit, since the customer will know about the fact and emotionally attach too.
Emotional approach would be the best way for advertising simply because people deals with problems everyday just that they don't show it. A message regarding problems of living can be related by them and they wil buy that particular product
ReplyDelete