What is the appeal used by the U.S. Postal Service ad when comparing their delivery service costs to Federal Express?

The correct answer reflects the use of a Bargain Appeal in the U.S. Postal Service ad. This type of appeal is focused on highlighting the economical advantages of a product or service compared to competitors. In this case, the ad emphasizes the lower delivery costs of the U.S. Postal Service when compared to Federal Express, which is a clear strategy to attract budget-conscious consumers who are interested in receiving value for their money. The comparison is an effective way to convey the message that recipients can save money while still getting reliable delivery service. By showcasing a financial comparison, the ad establishes a compelling reason for consumers to choose the U.S. Postal Service over a potentially more expensive alternative.

In contrast, Emotional Appeals typically engage the audience by evoking feelings or sentiments rather than focusing on comparative pricing. Data-Driven Appeals would rely on statistics or factual evidence to persuade an audience, which is not the primary focus in this case. Authority Appeals would involve citing expert opinions or endorsements to build credibility, which is also absent from the ad's central message. The focus on cost savings is what distinctly characterizes this advertising strategy as a Bargain Appeal.