Rational appeal

Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features benefits or reasons for owning or using the brand. Content of these messages emphasizes facts, learning, and the logic of persuasion. Rational based appeals tend to be informative and advertisers using generally attempt to convince customers that their brand has a particular attribute(s) or provides a specific benefit that satisfies their needs. They are also called informational appeals.