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rational appeal


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In persuasive communication such as advertising and political communication, rhetorical strategies based on information or argument (see also product-information format). In advertising, this includes utilitarian appeals, price appeals, and value appeals. These may stress a product's attributes (feature appeals) or practical benefits (e.g. convenience, economy, performance, efficiency, efficacy, reliability, or durability). They may also involve comparisons with competitors. Advertisers' choices between emotional and rational appeals are influenced by whether the product or service is seen as being likely to entail high or low cognitive involvement (see also central route; elaboration; Elaboration Likelihood Model). Products such as computers are amenable to rational appeals. See also advertising appeals; high and low involvement; compare emotional appeals.

Subjects: Media studies


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