| Ahmed Arafat

Review - Types of Advertising- The Rational appeal part 1

Advertising your brand/product is an art of itself, and this art differs depending on its approach, however, the overall message is to reach as many as possible using the call of action at the end of the ad, to get them to purchase said product or use the service advertised.

It’s being said that advertising techniques are divided into two categories, rational and emotional. 

What will be discussed in this article, is the rational appeal to advertising, how to use it and it’s benefits.


What is Rational Appeal?

The rational appeal is one of many advertising strategies used by marketers to persuade people to buy products, pay for services, donate to causes, or be persuaded. This appeal aims to win over the audiences into buying something or taking a certain action by addressing their rational side and using logic. In other words, the rational appeal effectively makes things sound meaningful or obvious, that cannot be argued over.


When to use rational appeal?

Rational Appeal is especially effective when the product, service or idea contains many functions that can attract people's rationality. For example, if the car you want to promote has technical features that can attract listeners (such as enhanced sound system, better gasoline mileage, higher safety level, etc.), you can use logical reasons to attract listeners to agree and say: "Yes, it makes perfect sense. I want that."


How to apply the rational Appeal in Advertising?

Since we are addressing the mind, not the heart, then we use facts, statistics, general data and information to make a rational case to your audience, also use easy-to-understand, direct and powerful images, numbers, graphics and information, and avoid common or less impressive facts that will not resonate with the target audience



1- Pain Solution

People are most motivated when they encounter problems to find a need to solve their obstacles and the problems that cause them frequent pain. These types of problems are usually stemmed from their work lives or personal lives. So the pain solution addresses these issues and offers a simple and easy solution to end the pain.

2- Scarcity Appeal

The scarcity appeal is used when the product or service exists for a limited time only, evoking the need to hurry into buying this particular which will cease production at a certain time, it depends on the customers’ impulses by using phrases like “purchase now, hurry up and more)

For instance, Coca-Cola used the limited-time personalized bottle campaign with names and titles to increase brand appeal.

People quickly started looking for the names of their family and friends to save, take photos or give gifts. 

Although scarcity is part of the appeal, Coca-Cola also allowed customers to personalize their Coke bottles and even search their website to see if their name is on a bottle somewhere in the United States (or if they have one). 

3- Testimonial Appeal 

The testimonial is a common advertising method used in advertising media, such as television and radio commercials and sales letters. In a testimonial, users of the product or service, as opposed to the manufacturer or creator, gives their opinion on its effectiveness and explains how others can benefit from it. Testimonial advertising has a number of techniques.

A-Celebrity Endorsement

As people are becoming obsessed with celebrities, celebrity endorsements have an influence on ads with their testimonies on the product or service. This type of endorsement is most effective when the product or service being promoted can be easily distinguished with the image or expertise of a celebrity. For example, a professional athlete explaining the benefits of sports equipment, or attractive movie stars giving her approval on a range of beauty products.

B-Expert Opinion

Expert opinion method explains the advantages of the higher-tech product, like a doctor in a white lab coat who praises the effectiveness of a new medicine or medical treatment, or engineers may cite the benefits of safety equipment. The spokesperson’s expertise in the field increases the credibility of the product or service, and can also debunk consumers’ worries about trying new and unfamiliar things.

C- Man on Street

"Man on the street" interviews in the testimonial method is a technique that can help consumers identify products. Instead of providing celebrity or expert opinions to build credibility, this method’s goal is to show user satisfaction through users who are similar to the target audience in many ways. The interviewee is asked to try a new product, he or she ends up enjoying the experience. With the subtext being "If this person likes it, you will too."

D- Satisfied user

Testimonials from satisfied customers can be in the form of letters that appear in printed advertisements. Most letters used are from long-term users, praising the product or service and explaining how the product or service helped improve their lives. Usually, each review focuses on a specific benefit provided by the product or service, such as saving time or money, ease of use, low cost, or quick results.