Example of a rational appeal. The Rational Appeal persuades audiences to purchase something or act on something by appealing to their sense of reason or logic. Examples of a number of product- or service-related appeals that would fall under the category of rational appeals are discussed including: • Feature appeals • Competitive advantage appeals • Favorable price appeals • News appeals • Product/service popularity appeals They may make greatly exaggerated assertions, but their rational appeal comes from their underlying focus on something that consumers view as factual. What is the Rational Appeal? For example, the company that produces the energy drink Red Bull uses the phrase "Red Bull gives you wings" in advertising campaigns. The Rational Appeal is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded.

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