Bridge（1950）将广告诉求区分为记忆诉求、理性诉求（Rational Appeal）、成功诉求、经济诉求及恐惧诉求五种诉求点；Simon（1971） 将广告诉求区分为：资讯传达、理性诉求、感性诉求、重复主张、命 令式...
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Emotional appeal and rational appeal is two appealing types of the advertising, which can influence the consumers' mental processing differently. One of the most important factors deciding which type to use is the products' internal characteristics.
情感诉求和理性诉求是广告的两大诉求形式，它们对消费者心理和行为有不同的影响机制和传播效果，而决定采用何种诉求方式的重要因素之一是产品本身的性质。
参考来源 - 情感、认知和态度：探索跨产品类型广告的心理效应·2,447,543篇论文数据，部分数据来源于NoteExpress
The harmonious rural culture is the rational appeal of contemporary rural multicultural choices.
“和谐”是当代农村多元文化选择的理性诉求。
The"hard sell"(rational appeal)and the"soft sell"(emotional appeal)are two basic representational means in the advertising discourse.
“硬卖”（理性诉求）与“软卖”（情感诉求）是广告语篇的两种基本表现手段。
Message appeals have positive impact on advertisement attitude, especially, rational appeal functions better than emotional message appeal.
讯息诉求对广告态度有显著影响，以理性诉求较佳。
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