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.

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.
 Assignment 2 Question: Give three examples of Pakistani advertisements using certain
colors in their print advertising. What do these colors mean? (Include the images of the
three print ads in your assignment)
 Answer: shan recipe masala advertisement in dawn newspaper

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 Shan Masala uses a combination of red and yellow colors in most of their print
advertisements to make its viewers feel hungry and excited. As it’s a spices company and
usually spices are hot when we taste them and the feeling makes us energetic, also activates
our taste buds.
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 Nestle pure life (water)
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 Blue is usually referred to purity. Although pure water is colorless, but the color blue is the
representation of water. Its also very attractive in hot seasons as blue color bottles instigate
a feeling of freshness and cooling sensation.
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