WEEK 2 - Emotional and Rational appeals in ads

By -

When to use emotional or rational appeals in advert




Emotional appeal in advertising is about appealing to people’s attention by using techniques, such as fear, happiness, empathy and sympathy. Moreover, advertisers focuses on the advertisement's detail lighting, color scheme, detail in tone and mood. It is due to the fact that human lives are viewed as emotional creatures (Smallbusiness.chron.com, 2017). These marketing techniques are suitable to use in charity advertisements. For example, a donation campaign for the victims of natural disaster. Furthermore, advertisers will emphasize on victims who are suffering in the area, along with heart string music as background music.



Image via:
 https://www.youcaring.com/blog/wp-content/uploads/2016/09/Crowdfunding-for-Natural-Disasters-page-001.jpg



Besides that, rational appeal is more to promoting the quality and usability for a particular product. This marketing technique falls under the consumer’s logic by stating facts and testimonials (Smallbusiness.chron.com, 2017). Moreover, this marketing technique has the ability to persuade consumers to buy the product indirectly. For the example, a TV commercial demonstrates the how easy and simple it is to use the vacuum cleaner.
https://i.ytimg.com/vi/FONr1ObnkPM/hqdefault.jpg
Image via: https://i.ytimg.com/vi/FONr1ObnkPM/hqdefault.jpg


In addition, these two marketing techniques can be used at the same time. Take an organization that publicizes anti-smoking commercials as an example.  They use emotional appeals to get people’s sympathy and rational appeals by stating the facts and statistics (Smallbusiness.chron.com, 2017).



By: Nur Shabrina Shofanie

References:
Smallbusiness.chron.com. (2017). Difference in Rational & Emotional Marketing. [online] Available at: http://smallbusiness.chron.com/difference-rational-emotional-marketing-23661.html [Accessed 11 Sep. 2017].

Comments

  1. UnknownSeptember 22, 2017 at 3:33 AM

    To understand these ads are easy and straightforward. However, the writer should provide more in-depth details about the ads shown above. For example, other than music background, how does the fund raising ad pluck on the heartstrings of many?
    Other than that, overall, it is well written.

    Editor: Luk Ee Yen

    ReplyDelete

Post a Comment

Popular posts from this blog

WEEK 8 - A good PSA ad - Quebec Automobile Insurance Company: "Buckle Up and Stay Alive"

By -
Image
Quebec Automobile Insurance Company - "Buckle Up and Stay Alive" Image via: https://guerrillaforngo.wordpress.com/portfolio/saaq-buckle-up-stay-alive/ I have selected this Public Service Announcement print ad created by The Quebec Automobile Insurance Society. They develop these sets of the poster to raise awareness of safe driving and using seat belts as to this day, there are still drivers and passengers who die in road accidents because they were not buckled up. Wearing a seat belt reduces by half the risk of being killed or seriously injured in an accident (Guerrillaforngo, 2017). I think this PSA ad is really effective because it delivers exactly one “core message” in a straightforward way and this “core message” is the one thing you want the audience to remember and understand (Bizfluent, 2017). The message in this PSA ad is really clear as it stated: “Buckle Up, Stay Alive”. If you are not wearing a seatbelt and you get in a car accident you will poss...
Read more

WEEK 7 - Rewriting new copy for billboard

By -
Image
Image via: http://www.flint-group.com/blog/6-steps-creating-outdoor-billboards-with-impact/ This advertisement is an example of a badly structured billboard. In my opinion, there are too many elements that can be found on the billboard itself that requires a longer period of time to be read. Moreover, billboard as such can cause readers to lose interest, as they will only focus on the name of the company. Furthermore, the fonts used in this billboard ad are more likely the same, which can be confusing and boring at the same time. In short, there is no focus point. According to Clarke (2011), a billboard should be simple, visible and understandable at least 500 feet away. Not only that, it is important to tell them only about key information. A new copy that I personally think is good includes:- Headline “Everybody deserves a good lumber, don’t you think?” Body Copy Benefits: Affordable prices up for grabs Free consultations available Company Name: ...
Read more

WEEK 7 - Tips on writing good body copy for outdoor ad

By -
TIPS ON WRITING GOOD BODY COPY FOR OUTDOOR AD Billboard is a large outdoor advertising space that addressed to grab the driver, pedestrians, and motorists’ attention. Therefore, the advertisement should be written in simple, striking and creative since it will read very quick (Duncan, 2016) . Here are some tips to write body copy for the outdoor ad, included billboard: Conversational tone. This mean, the ad actually say in direct to the consumers. The purpose is to save the space on the billboard, to attract the consumers and getting the message stick and memorable towards them . You may use contractions, slang or even ask questions on the body copy (Print Marketing Blog - Printwand™, n.d.). Text size. It must be large, thick and precise in order to be seen from far distance. 3. The color use. The color use is the key of readability of the ad. As the example, Dark contrasts well with any color with a light value, and Light contrasts well wi...
Read more