International Journal of Management

Advertising appeals form the backbone of persuasive communication in global markets. Among the most widely examined typologies are rational (informational) and emotional (affective) appeals, each relying on distinct psychological mechanisms to influence consumer attitudes and behavior. While rational appeals emphasize product attributes, utility, and problem-solving benefits, emotional appeals focus on feelings, moods, and symbolic meaning. In international advertising, the effectiveness of these appeals varies substantially across cultures, product categories, and stages of consumer decision-making. This paper develops an integrative conceptual framework explaining how rational and emotional advertising appeals operate in global contexts and how cultural values moderate their effectiveness. Drawing on advertising theory, cross-cultural psychology, and international marketing literature, the study proposes testable research propositions, outlines a multi-country research design, and discusses managerial implications for global advertisers. The paper concludes with ethical considerations and future research directions, contributing to a deeper understanding of appeal strategy selection in international advertising.