Assignment No.

Q1. Explain and give to examples of Pakistani television advertisements employing a rational appeal.

Ans. Rational appeal focuses on the strengths of a product. In rational approach the company tends to
embed latest features in to people mind. In the advertisement comparison, specifications and how it will
benefit users is shown. Following are two advertisements of Pakistani television that focuses on rational
appeal.

1. Pel Invertron AC.

A link of Pel Invertron AC is attached (https://www.youtube.com/watch?v=hvRO3cnYaJ8) for reference.

In the advertisement the following points are shown to the end user

 Higher electricity bills due to usage of other company AC.

 Pel Invertrin AC has A+++ technology
 SEER 4.0 highest efficiency for highest savings.
 60% outstanding savings.
 Heat and cold year-round savings.

The advertisement has focused on all the logical points that are considered by the customers when buying
any high valued electronic device.

2. Gree inverter AC.

A link of Gree inverter AC is attached (https://www.youtube.com/watch?v=B-JT3skRjaM) for reference.

In the advertisement the following points are shown to the end user.

 The premium and elegant style of the AC.

 Cricket celebrity of Pakistan (Waseem Akram) and his wife as they have a big fan Pool in Pakistan.
They are telling the viewers that Gree AC is the best brand of Pakistan.
 Advanced G10 technology gives consumers good cooling, even in hottest weather.
 Good energy saving i.e. 60% savings.
 Variety of colors.

In the above ad link the company tries to tell its viewers that Gree inverter AC is the best AC of Pakistan.

Q2. Explain and give two examples of Pakistani television advertisements employing an Emotional appeal.

Ans. Emotional appeal emotionally instigates or taps the psychological and/or social needs of end
consumer by stimulating the sense of love, fear, happiness etc. the advertisers try to connect the product
with safety, happiness, family binding, specific culture of that area. There are two types of emotional
appeals. First one is positive fear and the other one is negative fear. Positive fear makes consumers feel
different by using their product. Negative emotional approach focuses on how consumers can conquer
their fears by using the product. Following are the two examples that explains how the advertisers put
emotional appeal in advertisements
1. National recipe Masala.

A link of National recipe Masala advertisement is attached

(https://www.youtube.com/watch?v=UvL_zFKhVQA) for reference. In the advertisement the following
points are shown to the end user.

 A sense of joint family is given in the ad which link the product with typical family system in most
villages of Pakistan.
 Usage of the product in every family event.
 Different types of spices are shown for specific dishes of Pakistan.
 Family binding is shown in the ad for social binding.
 The advertiser’s message in the ad is that events binds people together and tasty foods made with
the company products are the reason for it.

2. Pakistan Cables.

A link of Pakistan Cables advertisement is attached (https://www.youtube.com/watch?v=l07WfKmzHAg)

for reference. In the advertisement the following points are shown to the end user.

 The advertisers have shown normal house hold activities in a house and have also depicted that
all the electrical appliances are running on low quality wires.
 A sense of fear is depicted by showing that small electric shock are generating in different
appliances because of low quality wire.
 As the AC is turned onn there is a short circuit and that short circuit can lead to house fire.
 At the end the advertisers show that is consumers use Pakistan cables, the family will be safe from
short circuits and a sense of safety by using Pakistan cables is promoted.