Robbinsdale Hospital is one of two hospitals among the six facilities in the city to have an intensive care (Level III) nursery. This facility is tailored to treat infants suffering from severe medical complications upon delivery. The program director is deciding whether to use an emotional or rational appeal in advertising copy.
(a) What are the considerations in this decision?
The advertisement that the director wants to create will automatically target parents who are expectant because the facility is for newborn babies. The concerns in this situation are the kind of services offered at the facility as well as the comfort of the baby as well as the mother since both have to be present (Berkowitz 460). Many parents want the best kind of care for their newborns. Therefore, using a rational appeal will be better as it will enable the director to state the strengths of the hospital.
(b) Support your position with facts and examples.
An emotional appeal is not suitable for this kind of advertisement as anything that the message in the ad will entail will be geared towards creating an appropriate impression of the facility (Berkowitz 460). For instance, when one wants to sell a property, they list all the high points about the assets so that it can attract a prospective buyer. The same case applies in this situation. An emotional appeal cannot address these issues like a rational appeal would becausean the former tends to arouse the emotions of the customer and not concentrate on the product or service being advertised.
Response to Students
Hi Michael,
Hi Andrea,
I am afraid that you have not addressed the real issue under discussion in the paper. You have not brought out your argument in a convincing manner. The tone of the article suggests that you were not prepared when writing the paper. For instance, you have written that the aim of an emotional appeal is to gain sympathy and empathy. You need to explain what this means because it is not clear. Your argument is also not clear on whether you are in support of an emotional or rational appeal.
Work Cited
Berkowitz, Eric. “Essentials of Health Care Marketing.” Burlington, MA: Jones & Bartlett Learning, LLC, an Ascend Learning Company, 2017, pp. 460.
