emotional and rational appeals in a communication strategy
TRANSCRIPT
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