Rational versus emotional appeals in newspaper advertising: Copy, art, and layout differences
Date
2009Source
Journal of Promotion ManagementVolume
15Issue
4Pages
522-546Google Scholar check
Keyword(s):
Metadata
Show full item recordAbstract
The article compares and contrasts rational versus emotional appeals in newspaper advertising, based on over 100 items comprising copy, art, and layout characteristics. Using a sample of 1,335 advertisements that appeared in Cypriot national newspapers, a number of significant differences were observed. To a large extent these differences reflect the entirely opposite perspectives adopted by each appeal, with execution elements in rational advertisements revolving mainly around objectivity, functionality, and utilitarianism, as opposed to emotional advertising elements that are characterized more by subjectivity, emotionalism, and value-expressiveness. Several conclusions and implications for advertising researchers and practitioners are derived from the study findings. © Taylor & Francis Group, LLC.