Pratap lost his young son due to a pothole accident some years ago. He decided to turn his pain into a purpose and now social media users are calling him a hero without a cape. For the last three years. Pratap has been filling up potholes in the city to ensure that no one else suffers the same fate. Pratap also starts planting trees in the city as he believes that environment is not simply for use by human beings but needs to be respected and valued. For this, he takes inspiration from a very famous movement in the Uttarakhand region which aimed to conserve forests. He also starts helping the poor in the community and observes that these poor people believe that they will continue to remain poor. Such beliefs have been passed on from one generation to another. He decides to change these beliefs by developing an advertisement in which he shows a pressure cooker that saves fuel and hence can help save money.

What kind of appeal does Pratap use in the advertisement?

Rational appeal

The correct answer is option 3: Rational appeal

The advertisement focuses on logical and economic benefits—it shows that a pressure cooker saves fuel, which in turn helps save money. This appeals to the audience’s reasoning and practical thinking rather than emotions. Hence, it is a rational appeal.

NCERT: "Message characteristics : The message is the information that is presented in order to bring about an attitude change. Attitudes will change when the amount of information that is given about the topic is just enough, neither too much nor too little. Whether the message contains a rational or an emotional appeal, also makes a difference. For example, an advertisement for cooking food in a pressure cooker may point out that this saves fuel such as cooking gas (LPG) and is economical (rational appeal). Alternatively, the advertisement may say that pressure-cooking preserves nutrition, and that if one cares for the family, nutrition would be a major concern (emotional appeal".