Question

An advertisement for cooking food in a pressure cooker points out that this saves fuel and is economical. What message characteristic is being highlighted in the advertisement?

• A. Emotional
• B. Rational
• C. Familial
• D. Personal

Hint:

When analyzing advertisements, look for the core message. If it presents facts, statistics, or practical benefits (like saving money, time, or energy), it's a rational appeal. If it tells a story, uses humor, or tries to make you feel a certain way, it's an emotional appeal.

Answer 1

The Correct Option is B

Step 1: Understanding the Concept:
In advertising and persuasion, messages can be broadly categorized into two types: rational and emotional.
Rational appeals focus on logic, facts, and practical benefits. They provide information about the product's features, performance, and value.
Emotional appeals aim to evoke feelings such as happiness, fear, nostalgia, or excitement to create a connection with the consumer.
Step 2: Detailed Explanation:
The advertisement for the pressure cooker highlights two key benefits:
1. It saves fuel: This is a practical, functional advantage.
2. It is economical: This appeals to the consumer's logical desire to save money.
Both of these points are based on reason and tangible outcomes rather than feelings. Therefore, the advertisement uses a rational message characteristic to persuade potential buyers.
Step 3: Final Answer:
The message characteristic being highlighted is Rational because it focuses on logical arguments like cost-saving and efficiency.