Message Content: The communicator has to figure out an
appeal or theme that will produce the desired response.
There are three types of appeals: rational, emotional, and
moral.
Rational appeals relate to the audience’s self-interest. They
show that the product will produce the desired benefits.
Examples are messages showing a product’s quality,
economy, value, or performance.
Emotional appeals attempt to stir up either negative or
positive emotions that can motivate purchase.
Communicators may use positive emotional appeals (such as
love, pride, joy, and humour) or negative emotional appeals
(such as fear, guilt, and shame) as they relate to the product
or service they market.
Moral appeals are directed to the consumer’s sense of right
and wrong and are often used in conjunction with the
marketing of social causes.