ABSTRACT
This chapter reviews advertising appeals and explores a range of rational and emotional appeals used by advertisers. Rational appeals are examined and four main advertising routes outlined: demonstration, price-led, comparison and science-led. A range of emotional advertising appeals are also reviewed, including humour, fear, guilt, shock, celebrity and storytelling. The advantages and challenges of using each of these appeals are discussed and the chapter highlights the use of progressive gender portrayals in advertising such as femvertising, a more recent addition to the range of advertising appeals available to advertisers.
