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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 9-6 Norwegian
Cruise Lines used
transformational
advertising to create a
unique image of the cruise
experience
Exhibit 9-7 Lexus
addresses both rational and
emotional appeals in this
clever ad
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
experiences and activities to be enjoyed during one individual day on a Norwegian
Cruise Line’s voyage (Exhibit 9-6).
Combining Rational and Emotional Appeals In many advertising situations,
the decision facing the creative specialist is not whether to choose an emotional
or a rational appeal but, rather, determining how to combine the two approaches. As
noted copywriters David Ogilvy and Joel Raphaelson have stated:
Few purchases of any kind are made for entirely rational reasons. Even a purely functional
product such as laundry detergent may offer what is now called an emotional benefit—say, the
satisfaction of seeing one’s children in bright, clean clothes. In some product categories the
rational element is small. These include soft drinks, beer, cosmetics, certain personal care
products, and most old-fashioned products. And who hasn’t experienced the surge of joy that
accompanies the purchase of a new car? 11
Consumer purchase decisions are often made on the basis of both emotional and
rational motives, and attention must be given to both elements in developing effective
advertising. Exhibit 9-7 shows a very clever ad that uses the Freudian concepts of id
and superego to suggest that there are both emotional and rational reasons for purchasing
the Lexus SC 400 coupe.