Let's talk appeals! To be precise Rational Appeal which is used in advertising to a great extent.
Rational appeals are particularly directed at the thinking process of the target audience. Rational appeals are used by the advertisers intentionally or consciously. The main aim to communicate through rational appeal is that the individual is likely to get the functional benefit if he/she is going to consume or utilize the product.
The ads with rational appeal is always effective and fruitful. Following are some buying motives which are usually considered as rational motives.
High Quality:
When ever it comes to consumer durable products or electronic gadgets, quality plays the key role. Communicate the target audience that the product or the offering you have is of apex quality and you have done your job. Many a times a consumer will buy a product because of the good quality and not merely because of the style or the fashion statement.
Example: Tata I-Shakti Dal talks about unpolished dal which is better in quality as compared to the lustrous polished dal. In this particular commercial Sanjeev Kapoor highlights the superior quality of the product/offering (Ref: https://www.youtube.com/watch?v=ntEYYw_sI-M)
Low Price:
At times low price can be a major factor. At times people think that the products which are available at a lower cost will be similar to the reputed products. They also have this rationale that their reason of purchasing the lower price product will be accepted as good one by his social group.
Example: Big Bazaar has been running Wednesday Bazaar, a day in the week where in there are heavy discounts on many products. So during Wednesday Bazaar, people may buy a local ice cream brand rather than buying a Baskin Robbins since the local ice creams may be available at a lower price (Ref: https://www.youtube.com/watch?v=_pmWGaxwmyY)
Long Life:
Durability is a factor which is sought by everybody. Hence one more factor which is likely to appeal to the rationale of your target audience can be the durability of a product/offering.
Example: The Classic Ambuja cement Ad featuring Boman Irani which talks about the everlasting durability of Ambuja Cement. The wall which stood tall even after multiple failed efforts to bring it down. (Ref: https://www.youtube.com/watch?v=4mVSjBBBHFA)
Easy to use:
Another key aspect which appeals the human rationale. In today's world every body is too busy and seek products which are easy to use. So particularly a washing machine which is automatic or a kitchen mixer which switches off after a pre determined period of time use the easy to use rational mtoive.
Example: Godrej came up with an advertisement for GoodKnight Fast Card. In this particular commercial they showcased the 3 easy steps with which every body can get rid off mosquitoes. A brilliant commercial highlighting the utility of the product in easy steps. (Ref: https://www.youtube.com/watch?v=_awQeO0o0K4)
Economy:
This motive works the best. Define the economy aspect of a particular product and appeal the target group.
Example: Maruti came up with a campaign "Kitna Deti Hai" which was highly appreciated across the country by the critics. The key message that Maruti aimed to communicate was, for a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars. (Ref: https://www.youtube.com/watch?v=tzW7Sxzkr1Y)
Rational appeals are particularly directed at the thinking process of the target audience. Rational appeals are used by the advertisers intentionally or consciously. The main aim to communicate through rational appeal is that the individual is likely to get the functional benefit if he/she is going to consume or utilize the product.
The ads with rational appeal is always effective and fruitful. Following are some buying motives which are usually considered as rational motives.
High Quality:
When ever it comes to consumer durable products or electronic gadgets, quality plays the key role. Communicate the target audience that the product or the offering you have is of apex quality and you have done your job. Many a times a consumer will buy a product because of the good quality and not merely because of the style or the fashion statement.
Example: Tata I-Shakti Dal talks about unpolished dal which is better in quality as compared to the lustrous polished dal. In this particular commercial Sanjeev Kapoor highlights the superior quality of the product/offering (Ref: https://www.youtube.com/watch?v=ntEYYw_sI-M)
Low Price:
At times low price can be a major factor. At times people think that the products which are available at a lower cost will be similar to the reputed products. They also have this rationale that their reason of purchasing the lower price product will be accepted as good one by his social group.
Example: Big Bazaar has been running Wednesday Bazaar, a day in the week where in there are heavy discounts on many products. So during Wednesday Bazaar, people may buy a local ice cream brand rather than buying a Baskin Robbins since the local ice creams may be available at a lower price (Ref: https://www.youtube.com/watch?v=_pmWGaxwmyY)
Long Life:
Durability is a factor which is sought by everybody. Hence one more factor which is likely to appeal to the rationale of your target audience can be the durability of a product/offering.
Example: The Classic Ambuja cement Ad featuring Boman Irani which talks about the everlasting durability of Ambuja Cement. The wall which stood tall even after multiple failed efforts to bring it down. (Ref: https://www.youtube.com/watch?v=4mVSjBBBHFA)
Easy to use:
Another key aspect which appeals the human rationale. In today's world every body is too busy and seek products which are easy to use. So particularly a washing machine which is automatic or a kitchen mixer which switches off after a pre determined period of time use the easy to use rational mtoive.
Example: Godrej came up with an advertisement for GoodKnight Fast Card. In this particular commercial they showcased the 3 easy steps with which every body can get rid off mosquitoes. A brilliant commercial highlighting the utility of the product in easy steps. (Ref: https://www.youtube.com/watch?v=_awQeO0o0K4)
Economy:
This motive works the best. Define the economy aspect of a particular product and appeal the target group.
Example: Maruti came up with a campaign "Kitna Deti Hai" which was highly appreciated across the country by the critics. The key message that Maruti aimed to communicate was, for a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars. (Ref: https://www.youtube.com/watch?v=tzW7Sxzkr1Y)
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