It stimulates liking and preference for a product; it systematically develops the benefits and promise offered by the product, explains, logically and rationally, product attributes, features and product values, and gives convincing arguments in favor of, and evidence in support of, the claims made about the superiority of the advertised product. In the body copy, both emotional and rational reasons are put forward to persuade consumers to buy a particular brand.

Facts and figures about the product, its test results, testimonials, guarantees of satisfactory performance, and a reference list of customer patronizing the product all these are given in the body copy, depending upon the nature of the product, the market and competition. Emotional appeals are generally useful when advertising “convenience or style goods” rather than consumer durables. A rational appeal is appropriate for industrial goods. Due care should be exercised while handling emotional appeals; if over done, there is the possibility that the entire credibility of the ad message would be lost.

Last, but not the least, it may be mentioned here that the closing idea in an ad copy is as important as closing the sale in personal selling. Since an ad is a one-way communication, it should be closed with enough information and motivation for the buyer to act. There are varying types of closing an idea “call to action,” “buy now,” “visit today our dealer/ stockist,” “announcement of festival discount,” “send enquiries immediately to,” etc.