Communication appeals (MC, unit 1)

RATIONAL & EMOTIONAL

Appealing to the head and the heard (Bovee et al '95)
Consider in combination... emotional appeals alone are found superficial over time (Butterfield '99)

Rational

• factual – focus on the features, attributes and benefits
• slice of life – show the product being used and the benefit received, using someone the target audience can identify with
• demonstration – of the product and benefit
• comparative – against competitors

Emotional

• fear – perceived risk
• sex – associating with increased attractiveness, using sexual images to gain attention
• humour – to gain interest, encourage word of mouth.
• fantasy, music etc.

Likeability

Where consumers like an advert, brand preference increases (Biel '90)

Humour is a key creative device to engender likeability. Need to consider frequency and exposure as initial response wanes over time.