Here is another example of personal appeal based on emotions and strongly resonating with the private sphere.

Example of rational appeal advertisement. It is a great place to show the feeling of belonging in action. Some of the advertising appeals that fall under the category of rational appeals. The Rapha Cycle Club RCC a membership organization is a great emotional appeal example.

They offer people to ride with RCC members each week in your city and travel the world for RCC hangouts and meetings. Generally the advertising messages that are product feature-based carry a rational appeal. Advertisements act like forces which make sales happen.

Theres a sense of urgency when theres a time clicking and some advertisers use this to their advantage. Consumers bring their own past experiences and psychological makeup to bear. Now that weve covered all the emotional appeals lets break into the rational ones.

These ads tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favourable attitudes and can be used as the basis for a rational purchase decision. Especially it is widely used in sport. The first type of rational appeal is the pain solution.

People will pay money to be part of a brand that they feel carries a certain kind of status value or quality. It gives the feeling of differentiation to the customers. The email example below advertises a new model of a Google Pixel smartphone.

Feature Appeal Ads that use a feature appeal focus on the dominant traits of the product or service. For example an advertisement highlights the features of a product mainly and how these features are superior to those in other products. This is called the use of rational appeal.