Rational appeal in advertising communicates the important characteristics and benefits of products to solve customer problems by highlighting specific product features and services. Rational appeal uses logic and reason to promote a product's quality, performance, price competitiveness, popularity, and new or unique attributes. Products using rational appeal are typically superior, affordable, easy to use, and competitive compared to alternatives due to ongoing improvements that help them survive in competitive markets.

1. RATIONAL APPEAL

2. Rational appeal communicates the important
characteristics of the products in which advertisers aims
to solve their problem by introducing specific products
and services.
There is logic and reason hidden behind the product.

4. Rational Appeal itself contains a lot of appeal such as price
appeal, news appeal, performance appeal, competitive appeal,
and popularity appeal.
When a product uses rational appeal in its advertisement then
the company aims to communicate the high quality of the
product. Generally, such products are superior in nature and
cheap in price.

5. Such kinds of products are easy to use and
competitive in nature at the same time. For
example: Lakme Eyeconic kajal offers smudge-
proof as well as waterproof kajal for everyday
use whereas Maybelline New York kajal offers
intense and dark shine, enriched with Vitamin
E and smudge free in nature. But the prices of
these two kajal varies.

6. These products are available everywhere, popular, and
comfortable in buying. Every year new features are introduced
within the product to survive in the competitive market.