Emotional and Rational Appeals in a Communication Strategy

EMOTIONAL AND RATIONAL APPEALS IN A COMMUNICATION STRATEGY

When and how to use them ?

Fernandez CharlieBABA

2825368

Question # 1

« A marketer must decide whether to incorporate rational or emotional appeals in their communications

strategy. Describe conditions that are more favourable in using one or the

other and give examples. »

Table of content

Sending message process.

How to send a message ?

Two different kind of appeals.

When and how to use one or the other ?

Examples.

Can we have both, an emotional and rational appeal ?

Conclusion.

Sources.

Sending message process

Organisation Message AppropriateMedium

Consummer

Consummer

Consummer

Alan Hirst and David Caper : Lecture 6. 2010

How to send a message ?

Visual MessagesStronger in

Low – Involvementsituations

Visual MessagesStronger in

Low – Involvementsituations

Verbal/Written MessagesStronger in

High-Involvement Situations

Verbal/Written MessagesStronger in

High-Involvement Situations

Message Conveyed in Words or Pictures Message Conveyed in Words or Pictures

Both Pictures and Words Can Differ in VividnessBoth Pictures and Words Can Differ in Vividness

Repetition Helps Us Remember - But Ads “Wear Out”Repetition Helps Us Remember - But Ads “Wear Out”

Alan Hirst and David Capper : Lecture 6. 2010

Two different kind of appeals

In this presentation we are going to talk about two different kind of appeals.

- Emotional : Try to bond the consumer with the product.

- Rational : Make the interest of the consumer on the attributes of the product.

When and how to use one or the other ?

1) Emotional Appeals:

- What : Try to create a link between the product and the target. We are not selling a product but its spirit !

- How : Via a visual message. (immediate impact)

- When : Low involvement goods.

- Effective : 3 kinds of emotional appealsSex appeals / Humour appeals / Fear appeals

When and how to use one or the other ?

2) Rational Appeals:

- What : Show the attributes of the product.

- How : Just give the information nothing else (no emotions)

- When : Used for high involvement products.

Example : Sex appeal

Pepsi (soft, or hot, drinks) : Pepsi

http://www.youtube.com/watch?v=T-PnrIexbnY&feature=related

Guiness : Share one with some friends !

http://www.youtube.com/watch?v=0vUXwvy6BE0

Example : Sex appeal (AGAIN !!!!)

Example : Humour appeal

Evian (mineral water) : Roller Babies !!

http://www.youtube.com/watch?v=XQcVllWpwGs

DOE : Car accident prevention

http://www.youtube.com/watch?v=1j3RzBJZT9I&feature=related

Example : Fear appeal

Apple : iPhone 3 GS

http://www.youtube.com/watch?v=e982_bz9NIM

Example : Rational appeal

Can we have both, an emotional and rational appeal ?

Apple (again) : iPhone 3GS (again !!)

http://www.youtube.com/watch?v=lPmrsla-3eQ

Conclusion

A targeted commercial is vital for an effective campaign.

3 kinds of emotional appeals.

Rational appeals are mostly for high involvement.

A rational and emotional commercial is feasible.

Sources Lecture # 6.

http://www.youtube.com/watch?v=T-PnrIexbnY&feature=related

http://www.youtube.com/watch?v=XQcVllWpwGs

http://www.youtube.com/watch?v=1j3RzBJZT9I&feature=related

http://www.youtube.com/watch?v=e982_bz9NIM

http://www.youtube.com/watch?v=lPmrsla-3eQ