Final answer:
The MasterCard 'Priceless' campaign is based on an emotional appeal, which fosters an emotional connection with the brand through memorable and invaluable experiences. The correct answer is B.
Step-by-step explanation:
The MasterCard 'Priceless' campaign is built around a emotional appeal. This form of advertising targets the viewer's emotions, attempting to create an emotional connection with the brand that transcends the actual products or services being sold. Unlike a rational appeal that focuses on logic and reasoning through the presentation of facts and data, emotional appeals rely on eliciting feelings from the audience to influence their behavior and decision-making.
For example, a typical 'Priceless' ad will juxtapose mundane, purchasable items with an invaluable experience or sentiment, ultimately concluding that some things in life cannot be bought, but for everything else, there's MasterCard. This strategy is not about the dry features of a credit card, but about celebrating life's memorable moments that are enhanced through the ability to use MasterCard. This technique harnesses emotions like joy, love, and nostalgia, among others, to reinforce brand loyalty and preference.
In the context of peripheral route persuasion, the 'Priceless' campaign does not focus on factual information, but instead on creating positive emotions. Ads featuring celebrity endorsements, attractive models, or evoking positive emotions fall into the category of peripheral cues, as they are incidental to the product's quality or the strength of its arguments. The aim is to associate the brand with positive feelings and memories, making it more likely for consumers to choose it based on those emotional connections rather than on its functional attributes.
Similarly, the enduring appeal of Smokey the Bear as a symbol for forest fire prevention is another example of emotional appeal in advertising. By personifying a wild animal as a caring father figure, the campaign creates a relatable and endearing character that delivers an important message in a way that appeals to a wide audience. The use of bright, reassuring imagery further emphasises the emotional aspect of the campaign, striving to make the message resonate on an emotional level with both adults and children.