chapter  2
14 Pages

Emotion and Reason

The answers to some of these questions are also of some significance to those in the persuasion “business.” For instance, marketing and advertising practitioners have always used emotional and rational appeals in promoting ideas, goods, and services. A Hallmark television commercial draws heavily on emotional devices like nostalgia, family affection, and children. A print advertisement for a mid-sized sedan uses both emotional and rational appeals in the slogan, “Drive Safely.” This chapter addresses the interplay of emotion and reason, their relative merits and uses in advertising and media planning, and their role in product positioning.