The Rationality of advertising an Analysis of rational, emotional, integrative and mechanistic advertising

Abstract Given that several opinions have emerged in the literature over time according to which advertising addresses the irrational side of the public, this study aims to demonstrate that there is rationality even in types of advertising that at first glance do not target the consumers’ rationality: emotional, mechanistic and integrative advertising. The study also aims to identify what types of rationality exist in these types of advertising, with reference to the Weberian theory of rationality, from which it focuses on instrumental rationality and value rationality. The main results of the research show that beyond the emotional impact that advertising has, the public is looking for rational objectives to purchase a product. These objectives are linked to the audience’s values and its need to adapt to the demands of society. The study also shows that all types of advertising can be rationalised, as audiences do not automatically react to ‚irrational’ messages but decide on the basis of reasoning. Advertisers know this game of rationality and irrationality and use it frequently.