Análise das propagandas de automóveis, no ano de 2018, com relação ao apelo racional e emocional

Abstract

The current market scenario is characterized by intense instability, causing companies to make great efforts to stay competitive, so it is imperative for the business to invest in Marketing in order to reach the right audience and connect with them. One of the Marketing tools is the Marketing mix called 'The 4P's Model' which is executed through these four elements; Product, Price, Place and Promotion. The present work focuses on the Promotion, specifically the advertising, one of the most popular and effective ways to disseminate information to consumers, whether it is about, product, service or brand. Advertisements may contain rational, emotional or both appeals in the same ad. Therefore, the object of this paper were the advertising appeals in 2018 for the automotive industry, as it represents a large part of Brazil's GDP and one of the major industry sectors of the country. The purpose of the study is to analyze the appeals in each of the advertisements and make a Venn diagram to find the predominance of any appeal, identify the variation of appeals in the car industry and also identify keywords used by them and the importance they gave to each aspect. The results of this paper show that there was a predominance of the rational appeal in 2018. Comparing car manufacters, Fiat and Volkswagen presented higher rational appeal, and also Volkswagen attributed greater importance to the main features of the car. The study showed that rational appeal was more frequently used as a way to inform and persuade the client in this particular industry that requires consumer involvement and a high level of complexity in the choice of the product.