Appeals to thinking or emotions

"Needs or buying motives can be classified into two types: (1) functional and (2) psychological. This classification is based on the notion that some products are purchased because of their intrinsic characteristics, while others are purchased because they satisfy psychological needs."
- Pederson, Wright, Weitz (1984)

"It would be naive to think that advertising could or should be limited to strictly information and rational appeals. Information by itself, almost never changes a person's attitudes. Advertising, on the other hand, not only provides information, but also attempts to persuade us by appealing to our emotions (our hopes, desire and status and recognition), and by applying pressure to the tender areas of our psyches.

Drug promotion is no different. What is different, though, is that the target audience is, or at least its members perceive themselves to be, more rational and critical in their though processes. As a result, drug marketing has evolved into a process that provides information intricately combined with logical and emotional appeals, slogans, wishful thinking, behaviour modification techniques, and gimmicks...

Advertising is evolving from the art of developing catchy phrases to a science that uses proven persuasive techniques. In addition to the intellectual appeals, advertising can include sensory, social, and ego appeals. While some of these techniques have been formally studied, the use of others is supported by "clinical experience" - i.e., they work."
- Shaughnessy et al (1994)

Pederson, Wright, Weitz. Selling: principles and methods. 8^th Ed Homewood, Illinois. Irwin 1984
Shaughnessy AF, Slawson DC, Bennett JH. Separating the wheat from the chaff: identifying fallacies in pharmaceutical promotion. J Gen Intern Med 1994;9:563-8.