Where does appeal collide?

In rhetoric, an appeal is a means of persuasion: a way a speaker moves an audience by drawing on the credibility of character (ethos), the audience's emotion (pathos), or reasoned argument (logos). Aristotle set out these three artistic proofs in his Rhetoric in the fourth century BCE, in the form now standard from George A. Kennedy's 2007 translation On Rhetoric: A Theory of Civic Discourse. The referent is a category of persuasive resource available to any speaker or writer, judged by whether it actually persuades, and it is not a petition to a higher court, though the marketing meaning of the word grew out of this same idea of persuasion.[1]

Unit

One mode of persuasion (ethos, pathos, or logos) at work in a message

Recovery means

Not applicable

Measured by

Identified by rhetorical analysis of a text or speech: what in it works on character, emotion, or reason

In marketing, an advertising appeal is the persuasive approach a message uses to attract attention and motivate an audience, such as a fear appeal, a humour appeal, or a value-expressive appeal that ties a product to an image the buyer wants. Johar and Sirgy's 1991 study Value-Expressive versus Utilitarian Advertising Appeals contrasted appeals that sell an image against those that sell function, and Witte's 1992 extended parallel process model in Communication Monographs explained when a fear appeal changes behaviour rather than provoking denial. The referent is an empirical variable in advertising, chosen for a campaign and tested for its effect on attitudes and behaviour, unlike a classical category of persuasion or a request to a reviewing court.[2][3]

Unit

One persuasive approach carried by an ad, for example a fear or emotional appeal

Recovery means

Not applicable

Measured by

Varied across versions of an ad and tested by measured attitudes, recall, intentions, and behaviour