The article analyzes the importance, types and application of rational appeal elements in television advertising with examples. Rational appeals are classified based on comparative, one-sided and two-sided messages, and their effectiveness in promoting brands is considered. The study analyzes the advertising strategies of such well-known brands as BMW, Tide, Nestle, Oral-B, and also emphasizes the influence of advertising objectives, audience psychology and product characteristics on the selection of rational appeals.
| Mualliflar | Safarov Alisher Yunusaliyevich |
|---|---|
| Jurnal | Marketing |
| Nashr sanasi | 2025-05-31 |
| Son | 5 |
| Til | O‘zbek |
| DOI | 10.67668/mj/2025iss5/521 |
DOI: 10.67668/mj/2025iss5/521 · Maqolaning asl sahifasi
television advertising, rational appeal, comparative message, one- way message, two-way message, brand image, телевизионная реклама, рациональная привлекательность, сравнительное сообщение, одностороннее сообщение, двустороннее сообщение, имидж бренда, televizion reklama, ratsional jozibadorlik, solishtirma xabar, bir tomonlama xabar, ikki tomonlama xabar, brend imiji
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