祝凤冈 (1996) 将广告诉求分为二類，理性诉求 ( rational appeals )、感 性诉求 (emotional appeals) ，理性诉求：是以功利性作取向，去激勵消费者改变态度或者
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Certainly, rational appeals in advertising aimed at children are limited, as most advertisements use emotional and indirect appeals to psychological states or associations.
当然，儿童向的广告中理性诉求是有限的，因为大多数广告用情感和间接方法对心理状态或联想产生诉求。
Study found that a theme owning a high involvement can achieve a higher attitude-score than a theme owning a low involvement in the situation of rational appeals.
研究发现，在理性诉求情况下，高卷入度主题的态度效果表现要好于低卷入度主题。
From Facebook to Instagram, the medium refocuses our attention on videos and images, rewarding emotional appeals—'like' buttons—over rational ones.
从 Facebook 到 Instagram，这种媒体将我们的注意力重新集中在视频和图像上，奖励情感诉求，而不是理性的诉求，例如“点赞”的按钮。
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