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No. 5 (2025)
Marketing

Articles

USE OF ELEMENTS OF RATIONAL ATTRACTION IN TELEVISION ADVERTISING

Published 2025-05-31

Authors
Safarov Alisher Yunusaliyevich
Affiliation
Researcher at Oriental University
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Abstract

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.

Keywords

television advertising, rational appeal, comparative message, one- way message, two-way message, brand image

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