RATIONAL OR EMOTIONAL APPEALS

Rational or Emotional Appeals

TABLE OF CONTENT

INTRODUCTION3

RATIONAL OR EMOTIONAL4

Rational Appeals In Advertising5

Example6

Emotional Appeals In Advertising6

Examples7

LITERATURE REVIEW9

Appeals in Communication strategy9

The Nature of Rational and Emotional Appeals10

Rational (Cognitive) Appeals10

Emotional (Affective) Appeals12

RECOMMENDATION14

CONCLUSION14

REFERENCES16

BIBLIOGRAPHY17

Rational or Emotional Appeals

Introduction

Communication can be described as the glue that holds together a channel of distribution. The role of communication within marketing channels is an important issue from both a managerial and a theoretical perspective. Communication in marketing channels can serve as the process by which persuasive information is transmitted (Frazier and Summers 1984), participative decision making is fostered (Van Auken 2002 pp.210-219), programs are coordinated (Fill 2002 pp.21-26), power is exercised, and commitment and loyalty are encouraged. Marketing communication is as old as the history of mankind. Long before there ever was any awareness of marketing as a practice or as an academic discipline, people used communication to trade and barter and to provide each other's consumer needs. During the twentieth century, both the mother discipline of marketing and the art and science of marketing communication made great strides. Practical experience and scientific study and research have greatly clarified and systemised the sub-discipline and the application of marketing communication principles and procedures. There are established and proven principles and guidelines for developing marketing plans, for identifying and profiling the target audience, and for reaching decisions on the marketing communication budget. Decisions about the marketing communication mix, creating the message, and selecting appropriate media can be based on well-developed marketing communication research techniques and methodologies.

Rational or Emotional

The decision about whether to base marketing communication on rational logic or emotional appeals is at the center of a perennial debate within the marketing community. Since Claude Hopkins proclaimed, "Advertising is salesmanship" in 1923, this phrase has been the rallying cry of the rationalists. Rationalists contend that a precise presentation of clear sales arguments creates the foundation for great marketing communication. They believe that a logical progression of cogent sales points leads the prospect by the hand to wherever the advertiser wants him(Van Auken 2002 pp.210-219).

Advocates of emotional appeals argue that effective communication connects at a visceral level. They make the case that the very writing and graphic elements of the message itself speak to consumers through a subconscious language. Some suggest that with the typical home exposed to 50,000 messages each year, the mind rejects traditional messages. They believe that only by flying in below the radar screen of consciousness, can a marketing message reach its target. (Fill 2002 pp.21-26)

In some instances, the rationalists are indisputably correct. In other cases, the proponents of emotion-based advertising are right. In most marketing communication, a blend of both produces the best results. The controversy may be best resolved by saying:

People buy on emotion then justify their decision with facts.

Neurological research(Randall 2001 pp.85-91) as well as a substantial body of anecdotal evidence supports this premise. In describing the work of the Supreme Court, Justice William O. Douglas pointed out, "At the constitutional level where we work, 90% of any decision is emotional. The rational part of us supplies the reasons for supporting our ...