IndexAbstractIntroductionEmotional appealRational appealTypes of advertising appealTypes of emotional appealTypes of rational appealConclusionAbstractInternational business and marketing have grown unabated in the last ten years, and this is because the Internet has made it very possible easier for companies to promote their products around the world from the comfort of their own seat. But as the business grows the competition also grows, which is why entrepreneurs must rely on effective promotional strategies, companies need to constantly tell their customers and potential customers what distinguishes them from other companies, what they offer that others cannot. This is why the company's marketing team applies different advertising strategies, currently almost more than 23 types of advertising appeals are used, including emotional and rational appeals, what distinguishes them and how effective they are in the market. viewer, it is something that depends entirely on the nature of the advertisement and the nature of the advertised product, but it also depends heavily on the culture of a place or the nature of the target audience, some people are easily influenced by emotions, others need concrete facts before make the decision to associate with a company or product. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay IntroductionAttracting consumers from all over the world has always been a challenge for international advertisers and the challenge will continue to grow more and more every day due to the rapid advancement of technology which enables international business growth which in turn causes another growth in the marketing and advertising industry. This growth has led to consumers around the world being exposed to over ten thousand ads per day, this in turn has brought people working in the marketing industry into a difficult situation, because if the consumer is exposed to this amount of ads and products and services, how can we attract them? In an effort to stand out and capture consumers' attention, marketers usually tend to design their advertising campaigns with motivational appeal to convey their message. These appeals are often classified into two types of appeals “Rational Appeal” and “Emotional Appeal” Emotional AppealEmotional appeal basically means trying to attach the consumer to the product using emotions, this is because emotional appeal or emotions in general plays a really important role in how we react to things, because we as human beings usually have instinctive responses to emotional situations it's something we develop as children and that grows with us, these reactions are usually personal, this is due to the fact that the consumer/viewer usually tries to associate the ad with a past experiment, this would also help the viewer form a perception of the brand and product. It has been found that, if successful, emotional appeal can alter and have a large effect on people's attitudes towards the product and the entire company. Rational Appeal As shown, advertisers using rational appeal usually try to bring out or indicate the practical, functional and reasonable need aspects of a certain product. “Rational Appeal persuades the audience to buy something or act on something by appealing to their sense of reason or logic. In other words, Rational Appeal causes something to make sense or seem obvious so that it can't really be argued. This is what The VisualCommunication Guy: Designing Information to… used to describe the rational appeal that accurately sums it all up. Rational appeal is especially effective when the product contains many features that appeal to a person's sense of reason. One of the benefits of rational appeals is that facts, numbers and logic are easy to remember, however most of the time marketers don't really have to choose between rational and emotional appeal, because most of the time it's really easy to apply them both at the same time, yes, it is that only one of the two techniques is the dominant one throughout the ad is reproduced in both appeals. For example, emotional appeal may require facts to support it and justify why you should make a certain choice or purchase a certain product, and facts and logic can also increase your emotional response to the ad. Emotions also have a large effect on how consumers respond to a rational appeal, this act is usually called “Persuasion”, studies have shown that people tend to be persuaded faster and more easily when they have a positive emotional response . So, essentially, the most effective advertisements are those that use both emotional and rational appeals to persuade consumers, because consumers buy with emotions and then justify the purchase with logic and reason. What advertisers need to understand is that for their advertising to be effective they must learn to blend the emotional and rational aspects of their product into their marketing plan, advertisements must evoke past memories to gauge emotions but they must also appeal. to the consumer's reason and logic, if done correctly this can be effective and leave a positive perception of the company and the product for consumers for months into the future. Types of Advertising Appeals Because, as I said before, the marketing industry is very competitive Since advertisers are always looking for the best way to advertise their products, and since most of the time they use one of two motivational appeals, i.e. the rational and emotional one, things might seem simple, right? However this is not the case, the reason would be the fact that rational and emotional appeals are two broad spectrums with many other types of appeals below them. There are a total of 23 types of eye-catching techniques used by advertisers. Types of Emotional Appeal The first 14 types of the 23 types fall under the emotional appeal category. Making someone emotional doesn't always mean making them sad or teary-eyed, there is a wide variety of emotions that advertisers can provoke if they use the right method. This is why there are so many types of emotional appeals, because there is no set or default way to evoke emotions. Personal charm In this commercial the famous Gillette brand uses the technique of personal appeal to capture the consumer's attention, it does so by showing how intimate it is. Skin-to-skin contact occurs between children and their parents, and since the skin of a newborn is so fragile that even facial hair could hurt it, it is important to use Gillette razors because they guarantee smooth skin, this is obviously the only way to interpret it. Social AppealSocial appeal depends on attracting people to a product or service by giving them a sense of social acceptance, focuses more on sharing with friends or bringing your family, usually motivates consumers to socialise.Humorous AppealL Social attractiveness is the type of attractiveness that persuades people to buy a product or service by making them laugh. Not thismeans that the product or service has nothing to offer, they convey the message with humor. Fear Appeal Fear appeal occurs when people advertising arouse fear in consumers in an attempt to convince them to stop a certain behavior or obtain a certain service. Romantic Appeal Romantic appeal is to show attraction between couples in ads, to convey the message that the product or service will increase closeness between couples. Endrosment Appeal This happens when celebrities promote a product or service that is not necessarily important or necessary, but people usually buy it anyway, because of the image. Attractiveness to young people This type of attractiveness usually falls under the general concept of "no one wants to grow old", which is somewhat true, so when a company wants to promote a product for older people it uses very young models for the product. popularity appeal This appeal is usually used when something is liked or already popular among people, for example a lot of people already like Nike, it is a huge company and it is very popular and what they do to capitalize on the popularity is they put their logo on all their products, which will then push people to buy more just because it has the Nike logo. Musical AppealMusic is an important part of an advertisement, in fact the music and sounds used are usually the focal point of an advertisement. advertising, for example when you use calm and low music it will give people a sense of comfort, and if you use happy music it will make them happy...etc. Adventurous appeal Since the entire Jeep brand revolves around adventure, this is a really great take on how their car is suited to all kinds of adventures. Empathic Appeal This type of appeal is used to provoke emotions in understanding a cause. Potential Attractiveness As seen in LEGO advertising, potential attractiveness tends to give a sense of empowerment or hope for the future. Brand AppealBrand appeal occurs when the brand usually relies heavily on consumers' need to treat themselves or spoil themselves with this particular brand because they have "earned" it, for example you can buy coffee from many places at a really low price however you would still get it at Starbucks just because it's Starbucks. Types of Rational Appeal As I said before, the other type of appeal is the rational appeal which uses the logical and rational approach and there are 9 types of rational appeal. Pain Solution People are extremely and easily motivated when they have a problem that needs to be solved, the approach to pain solution depends on offering a solution to your problems, no matter what they may be. Scarcity Appeal This CocaCola campaign was offered for a limited time, basically the idea is that you can get your name on a personalized Coca-Cola bottle, this also increased the appeal of the brand. Plus people bought because it was for a limited time. Testimonial Appeal Usually the testimonial appeal technique results in someone in their ads bragging about how effective or good the product or service is, however in this ad Doritos used a lighthearted way to show that their product is so good that your dog would buy it too. Contrasting appeal In this ad we can see a clear contrast between those using the IKEA brand and the rest of the building. Contrast attractiveness occurs when companies try to stand out from everyone else. Status Appeal Obviously we can see that these expensive leather shoes are here to represent the status of the person wearing them, we can also see.