When determining and analyzing the message source, the Ethos principle should be applied. They should be viewed as credible, charismatic, and have some type of command and influence over the target audience. Let's assume your campaign has determined who the message source will be.
The next step is to decide how the message will be conveyed, often known as the message appeal.
Message appeals are designed to draw the attention of targeted consumers or audiences to a business or product. According to Dr. Hongcharu, a successful message appeal is built on the use of an "underlying" message style.
Let’s discuss the two message/communication styles:
Some messages convey a rational appeal, using logic and reason.
These messages present physical evidence, statistics, visual supporting evidence, and logical reasons why the company can meet the needs of the audiences. This message is called Logos.
Types of rational appeals:
Testimonial appeal
Endorsement appeal
Comparison appeal
Analogy appeal
Example appeal
Data appeal
Some messages make an emotional appeal, which can include both positive and negative emotions and feelings.
This message is known as Pathos. Pathos, according to journalist Lauren Minors, is conveyed through vivid descriptions and imagery, emotional examples, tone, and language.
Types of positive emotional appeals:
Love appeal: pleasant images can be used to induce wholesome emotions and memories such as compassion, nostalgia, family, and sympathy
Virtue appeal: based on restoring faith in humanity, presenting positive values and morals (example is how tornadoes bring the community together and inspire volunteers to help)
Humor appeal: uses comedy and amusement to gain attention and relate to the audience, very effective on boring campaigns/products
Sex appeal: best used only for campaigns/products that’s related to something sexual (example: perfume, undergarments, birth control)
Types of negative emotional appeals:
Fear appeal: usually fear/worry inducing scenarios are presented, followed by a solution and action related to helping the campaign/product (portrays personal or hidden fears)
Guilty appeal: often used in fundraising campaigns, uses language and messages to make the audience feel guilty and persuade them to help, thus creating a positive emotion
In this article, journalist Alethea Middleton explores and presents examples of some of the above-mentioned appeals. She incorporates a great example of how fear appeal can be used to create action.
Each appeal and ethos described above is linked to the persuasion communication approach. According to production manager Helen Brooks, in order for a campaign or product to reach top-of-mind awareness, the PR team and company must understand the targeted publics' thoughts, feelings, and behaviors.
You can build a more effective campaign if you understand how the minds of your target audience work. You will know which appeals to utilize and not to utilize.
Smith, R. D. (2020). Strategic Planning for Public Relations (6th Edition). Taylor & Francis. https://bookshelf.vitalsource.com/books/9781000201468
Red VIEW-MASTER from the 80's on white background. Unsplash. (2021, March 10). Retrieved March 29, 2022, from https://unsplash.com/photos/jQRcc7ewDeo
Photo by Girl with red hat on Unsplash
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