An advertisement for cooking food in a pressure cooker points out tha…

An advertisement for cooking food in a pressure cooker points out that this saves fuel and is economical. What message characteristic is being highlighted in the advertisement?

Answer & explanation

Correct answer: option 2

The correct answer is Option (2) → Rational

Option (1) Emotional — Incorrect. An emotional appeal works on feelings. The same advertisement would carry one if it said that pressure-cooking preserves nutrition and that anyone who cares for the family should be concerned about nutrition. Saving fuel and money is a practical reason, not a feeling.

Option (2) Rational — Correct. Whether a message contains a rational or an emotional appeal makes a difference to attitude change. Pointing out that a pressure cooker saves fuel such as cooking gas (LPG) and is economical gives practical, reasoned grounds, so it is a rational appeal.

Option (3) Familial — Incorrect. There is no such type of appeal. Concern for the family enters an advertisement only as part of an emotional appeal, and this one speaks of fuel and money.

Option (4) Personal — Incorrect. A message is not classed as ‘personal’. The personal qualities of the people who receive it, such as persuasibility, prejudices, self-esteem and intelligence, are target characteristics, a separate factor in attitude change.

Note: A similar question was also asked in CUET (UG) 2023 on 18-06-2023 (Slot 2).

NCERT (2025-26): “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)…”

“…Target characteristics : Qualities of the target, such as persuasibility, strong prejudices, self-esteem, and intelligence influence the likelihood and extent of attitude change.…”