Types of message appeals

Emotional vs. Rational appeals

Emotional appeal:

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An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases.^[2] Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings.

Rational appeal: 

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Rational appeal focuses on the consumer's practical, functional or utilitarian need for the product or service and/or specific reasons for owning a particular brand. The content of these messages emphasizes facts, learning and logic of persuasion. 

For example: Crest Spin brush gives consumer reasons why to buy it ( It removes 70% more plaque in hard to reach places, where ordinary toothbrush cannot reach) .

So which appeal is better???? 

The answer depends on the nature of a product and the type of relationship consumers have with it. Many companies turned to emotional strategies after realizing that consumers do not find many differences among brands, especially those in well established, mature categories.   

Sex appeals:

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Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience and can result in strong feelings about the advertisement^[5]. It can also result in the product appearing interesting. However use of sex in types of advertising appeals can have a boomerang effect if it is not used carefully. It can interfere with the actual message of the advertisement and purpose of the product and can also cause low brand recall. If this is used then it should be an integral part of the product and should not seem vulgar. The shift should be towards sensuality. In one survey, an overwhelming 61 per cent of the respondents said that sexual imagery in a product's ad makes them less likely to buy it^[6]. Men said that they liked the sexual ads, liked the products advertised in them more, and would be more likely to buy those products. Women scored the sexual ads lower than the nonsexual ones^[7].

Fear appeals

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Fear appeals emphasize on the negative consequences that can occur unless the consumer changes a behavior or an attitude. Fear appeals are more common in social marketing contexts which in which organizations encourage people to convert to healthier lifestyles by quitting smoking, using contraception or driving a Jetta. Fear appeals work when the advertiser uses only a moderate threat and when the commercial presents a solution to the problem^[9].

Humorous appeals

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Humorous advertisement attracts attention. One study found that recognition scores for humorous liquor ads were better than average^[12]. However, the verdict is mixed as to whether humor affects recall or product attitudes in a significant way. Silly ads can shift opinions because they provide a source of distraction. A funny ad inhibits counter-arguing, which increases the likelihood of message acceptance because consumer doesn't come up with arguments against the product. Humor is likely to be effective when the ad clearly identifies the brand and the funny material does not "swamp" the message.