As we’ve been talking about emotional advertising, the other side of that coin is unemotional advertising based on reasoning and logic. This rational advertising relies on data, facts, and proof. These advertisements focus on the functional needs of the audience and what they gain by purchasing them. There are a couple of standard ways to appeal to logic.
1. Better Quality of Life: this is typically seen in the medical field or health and fitness industries. Pain-free living, healthier body, and mind, etc.
2. Product or service benefits: this is where a company highlights what makes them stand out from their competitors and why they should be chosen over them. This focuses on some benefits they offer that the other brands don’t.
3. Financial security: everyone wants to feel financially secure. Using charts, graphs, data, and numbers is good here. These are usually ads used in the financial industry.
4. Authority: usually endorsements by government officials, etc. Providing backing from these authority figures can increase the rationale for choosing this product over another.
5. Safety: this one focuses on how their brand is safe or makes customers’ lives safer. Think about the auto industry here and promoting safety ratings for vehicles.
Logos is logic and it is obvious why it works in advertising. It won’t work for every brand, though, depending on their niche, but if it does fit a brand, you can win over your audience by appealing to their reasoning.
