rational appeal

基本解释

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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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。

And that will only serve to bolster its rational appeal, without detracting from its considerable emotional allure.
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However, to come full circle, the industry creates and markets products designed to appeal to investor desires, rational and irrational.
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理性诉求
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。
经济学
理性诉求