Marketing Issue 5 (2025)

USE OF ELEMENTS OF RATIONAL ATTRACTION IN TELEVISION ADVERTISING

Safarov Alisher Yunusaliyevich

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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.

television advertisingrational appealcomparative messageone- way messagetwo-way messagebrand imageтелевизионная рекламарациональная привлекательностьсравнительное сообщениеодностороннее сообщение

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Cite

APA 7 
Safarov Alisher Yunusaliyevich (2025). USE OF ELEMENTS OF RATIONAL ATTRACTION IN TELEVISION ADVERTISING. Marketing, (5).
GOST R 7.0.5 
Safarov Alisher Yunusaliyevich USE OF ELEMENTS OF RATIONAL ATTRACTION IN TELEVISION ADVERTISING // Marketing. 2025. № 5.
BibTeX 
@article{yunusaliyevich2025,
  author  = {Safarov Alisher Yunusaliyevich},
  title   = {USE OF ELEMENTS OF RATIONAL ATTRACTION IN TELEVISION ADVERTISING},
  journal = {Marketing},
  year    = {2025},
  number  = {5}
}
RIS 
TY  - JOUR
AU  - Safarov Alisher Yunusaliyevich
TI  - USE OF ELEMENTS OF RATIONAL ATTRACTION IN TELEVISION ADVERTISING
JO  - Marketing
PY  - 2025
IS  - 5
ER  -