A dairy company plans a campaign to get more young adults to drink milk. Consider the following lines from its advertisements:
(A) 'Drink milk and look healthy and good-looking' tries to change attitudes through a motive the message activates in the viewer.
(B) 'Milk costs less than packaged health drinks - switch and save money every month' uses a rational appeal.
(C) 'If you care for your family, nothing is more important than nutrition - give them milk every day' uses a rational appeal.
How many of the above statements are correct?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Only two
(A) 'Drink milk and look healthy and good-looking' tries to change attitudes through a motive the message activates in the viewer. — Correct. The motives activated by the message also decide attitude change. Linking milk with looking healthy and good-looking works on the viewer's wish to look good.
(B) 'Milk costs less than packaged health drinks - switch and save money every month' uses a rational appeal. — Correct. A rational appeal gives a practical reason, such as saving money. Telling viewers that milk costs less is that kind of reason.
(C) 'If you care for your family, nothing is more important than nutrition - give them milk every day' uses a rational appeal. — Incorrect. A line about caring for your family works on feelings, so it is an emotional appeal. A rational appeal gives facts such as cost or saving.
NCERT (2026-27): “Factors that Influence Attitude Change … “Are you spending too much on cooking gas? Switch to the pressure cooker, and say goodbye to your budget problems! … Emotional appeal (caring for your family)” “If you care for your family, nothing is more important than nutrition. Switch to the pressure cooker, and ensure healthy eating!” |