Which type of appeal is being used in the advertisement for a luxury automobile with a cash back offer?

The advertising strategy in question employs a Bargain Appeal. This type of appeal is centered around presenting the product— in this case, a luxury automobile— as being available at a reduced effective price due to the cash back offer. The underlying message is that potential buyers can acquire a high-status item at a more attainable cost, making it seem like a wise financial decision or a great deal.

Bargain Appeals capitalize on the psychology of savings, encouraging consumers to take advantage of a limited-time offer. It plays on the idea that luxury does not have to come with an outrageous price tag if the deal is structured to provide immediate financial benefits, thus making the luxury automobile more appealing to a broader audience.

Other appeal types, such as emotional appeal or bandwagon appeal, focus on feelings or social validation rather than financial savings. In contrast, a false cause appeal would mislead consumers by implying a cause-and-effect relationship that does not exist. The key here is that the promotion is explicitly about the monetary aspect, which aligns perfectly with the Bargain Appeal concept.