Informational / rational appeals

Advertising appeals that focus on the practical, functional, or utilization need for a product or service and emphasize features, benefits, or reason for owning or using the brand. The content of these messages/appeals emphasizes facts, learning, and the logic of persuasion. Rational based appeals tend to be informative, and advertisers using them generally attempt to convince customers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their need. Many rational motives can be used as the basis of advertising appeals, including comfort, convenience, economy, health, quality, durability, efficiency, efficacy, performance and sensory benefits such as touch, taste, and smell.