This article is different from other news stories because it is considered a PR story. I feel like this PR story specifically is different because the lead is a call to action and the overall tone is overly positive while also being persuasive.
The article starts with a call to action. Right away the reader is persuaded to do something. “Share the love of the outdoors…“ This way of starting the article tells me that the company wants something from you. They want to sell something to you. Another call to action included in the article is “invite someone…“ Where they are asking you to tell someone about their membership program.
The overall tone of the article is fairly positive, but at the same time is persuasive. The calls to action make it feel persuasive, along with phrases, like “best gifts” “best gear and apparel for adventure”, “favorite gear and apparel brands”, “top brands”. These phrases make it seem like REI has the best products. In marketing this is called a value proposition. They’re making themselves stand out from their competitors.
In addition to the article having a persuasive tone, the author manages to keep it positive. They continuously mention loved ones and friends along with gift giving. A lot of people find joy in picking out a gift for someone they love.
If someone were to purchase something because of this ad, it would be a mutually beneficial transaction. The person purchasing the item is going to feel good because they have been convinced that REI carries only top quality products and that they got a deal on it. REI in turn gets the purchasers money.