THE USE OF RATIONAL APPEAL ELEMENTS IN TELEVISION ADVERTISING
Keywords:
television advertising, rational appeal, comparative message, one-sided message, two-sided message, brand image.Abstract
This article analyzes the importance, types, and application of rational appeal elements in television advertising through concrete examples. Rational appeals are classified on the basis of comparative, one-sided, and two-sided messages, and their effectiveness in promoting brand awareness is examined. The study analyzes the advertising strategies of well-known brands such as BMW, Tide, Nestlé, and Oral-B, while also emphasizing the influence of advertising objectives, audience psychology, and product characteristics on the selection of rational appeals.
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