From the following two statements of Assertion (A) and Reason (R), indicate the correct code:
Assertion (A): A transformational appeal of communication elaborates on a non-product related benefit or image.
Reasoning (R): Transformational appeals often do not attempt to stir up emotions that will motivate purchase.
Code:

Correct option is B

The correct answer is (b) (A) is correct (R) is not correct.
Assertion (A) is accurate because a transformational appeal shifts the focus away from the functional attributes of a product (like speed or durability) and instead associates the brand with a specific image, feeling, or non-product benefit (like status, adventure, or happiness).
Reasoning (R) is incorrect because transformational appeals are specifically designed to stir up emotions. Their primary mechanism is to create an emotional connection—such as excitement, fear, pride, or joy—that motivates the consumer to purchase by making them feel that the brand will "transform" their experience or self-image.
INFORMATION BOOSTER
· Informational Appeals: Focus on facts, features, and logical reasons to buy (the "rational" approach).
· Emotional Resonance: Transformational ads rely on psychological associations rather than technical specifications.
· Brand Personality: These appeals help build a long-term brand "aura" that distinguishes it from competitors with similar features.
· Motivation: The core goal of any marketing appeal, including transformational ones, is to trigger a purchase through influence.