rational appeal

The earlier ads were seen as a highly rational appeal.

Did people in those states become less emotional, and therefore more amenable to the Democrats rational appeals over the past few decades?

Paradoxically, people who haven't finished high school seem to respond to rational appeals about price and value.

For 1998, the pre-holiday campaign is infused with a wide variety of emotional and rational appeals.

"Professor Brown," the eminent Japanese scholar tried one last rational appeal, "please look around you.

It's not necessarily a rational appeal."

Cooperation has a rational appeal.

The other is to pretend the problem never happened and introduce a warm and fuzzy campaign that hopes to woo consumers with emotional rather than rational appeals.

If this were a mature and rational appeal for my vote, I would be envious of Floridians, Ohioans and Pennsylvanians.

Concepts, like "logos" or rational appeal, "pathos" or emotional appeal, and "ethos" or ethical appeal, are intentionally used by rhetoricians to persuade an audience.

"The new Saab 9-5 combines the emotional appeal of a contemporary, modern Saab with all the rational appeal of a spacious five-seater premium saloon, with high levels of standard equipment, innovative functional features and competitive pricing."

Such a strategy assumes not only that the user will be persuaded by the rational appeal of the initiative (as in instrumental approaches) but that it will be 'legitimized by a range of social and cultural values, attitudes and skills to ensure commitment on the part of the initial users to adopt it.