In order to present a message symbolically, how can marketers use the Advertisement appeals?

Do you know about the Advertisement appeals method of presenting a particular message?
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"Advertisement appeals: In order to present a message symbolically, a marketer needs to use “appeals”. Advertisement appeals could be of various kinds, viz. factual, emotional (humorous, agony etc.). Broadly speaking, marketers use two kinds of appeals, viz., informational, factual or rational, and emotional. The choice for each of these and their resulting relevance is based on i) the product/service in question; 2) the level of involvement; and iii) the target audience. In some cases, like for high involvement products, a factual, information oriented message is more suitable; in other cases, an emotional message could be more effective. The various appeals along with relevant examples, are explained through the table. Source:"
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