Advertising Message Appeals
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Royne, M. B. 2010. Advertising Message Appeals. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
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.
- emotional appeals;
- rational appeals;
- product types;