Standard Article

Advertising Message Appeals

Part 4. Advertising and Integrated Communication

  1. Marla B. Royne

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04054

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Royne, M. B. 2010. Advertising Message Appeals. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. University of Memphis, Memphis, TN, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Advertising appeals are the connection between the emotion or the cognition and the consumer's response to the ad. This article briefly discusses the difference between rational and emotional advertising, and when an advertiser might choose one appeal over another.

Keywords:

  • emotional appeals;
  • rational appeals;
  • product types;
  • congruency