Academic literature on the topic 'Emotional appeals'
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Journal articles on the topic "Emotional appeals"
1
Li, Shanshi. "Emotional Appeals in Tourism TV Commercials: A Psycho-Physiological Study." Journal of Hospitality & Tourism Research 43, no. 6 (February 22, 2019): 783–806. http://dx.doi.org/10.1177/1096348019828440.
Full textAbstract:
This study adopts psycho-physiological techniques to examine the impacts of different types of emotional appeals (used in tourism TV commercials) on consumers’ emotional and evaluative responses. A total of 101 participants were exposed to 18 existing tourism TVCs while their psycho-physiological and self-report data were collected. Findings suggest that emotional appeals in tourism advertising should not be considered as homogeneous. Specifically, different types of emotional appeals in tourism TVCs can be discriminated based on their ability to evoke emotional responses. More important, the results of this article have advanced the general theories addressing the effects of ad-evoked emotions on advertising effects and concluded that the role ad-evoked emotion plays in generating consumers’ emotional and evaluative responses depended on the type of emotional appeal used. Methodological, theoretical, and practical implications of this study are discussed.
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Mogaji, Emmanuel, Barbara Czarnecka, and Annie Danbury. "Emotional appeals in UK business-to-business financial services advertisements." International Journal of Bank Marketing 36, no. 1 (February 5, 2018): 208–27. http://dx.doi.org/10.1108/ijbm-09-2016-0127.
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Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.
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Mensa, Marta, and Lizardo Vargas-Bianchi. "Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications." Communication & Society 36, no. 1 (January 10, 2023): 167–84. http://dx.doi.org/10.15581/003.36.1.167-184.
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This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 ads from the “Ads of The World” digital archive. The results reveal a preference for positive emotions, with nurturance and affiliation being the most frequent. Sorrow was the third most preferred emotional appeal, and the most used negative emotion. Some brands have compared the virus to a hurricane (Brazil), an assassin with a chainsaw (US) or the death personified (Peru). Advertisers should be careful when using negative emotional appeal content during COVID-19. According to the law of apparent reality, during times of stress the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers. Advertising has a social responsibility, which can be directed at promoting consumer behaviours that leave a positive or negative impact on their communities. In a situation such as the pandemic, brand communication professionals must use emotions rigorously, employing this resource to contribute to society, avoiding giving rise to harmful attitudes or behaviours. The research findings are consistent with the literature and lead to future examination of emotional appeals in advertising in stressful and uncertain circumstances.
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Taddicken, Monika, and Anne Reif. "Between Evidence and Emotions: Emotional Appeals in Science Communication." Media and Communication 8, no. 1 (March 18, 2020): 101–6. http://dx.doi.org/10.17645/mac.v8i1.2934.
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In the field of science communication, there is currently a great deal of discussion on how individuals can be reached, not only through fact-oriented communication, but also through emotional appeals and ‘edutainment’ approaches. This discussion has been further intensified by the changing conditions of new media environments. From an academic viewpoint, the discussion is often met with scepticism. However, categorical statements about a supposed dichotomy of emotion and rationality are misleading. What is needed are differentiated arguments and analyses. Nevertheless, emotions in science communication are an often overseen research field. With this thematic issue, we seek to enrich the scientific discourse by providing research from authors coming from different perspectives using different concepts, methods, and cases. In this editorial, we summarise the contribution of ten different articles on three levels: (1) emotions of science communicators, (2) emotional(ised) content, and (3) emotions of science communication audiences.
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Remer, Gary. "Rhetoric, Emotional Manipulation, and Political Morality." Rhetorica 31, no. 4 (2013): 402–43. http://dx.doi.org/10.1525/rh.2013.31.4.402.
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Notwithstanding the widespread assumption that Aristotle forges a better relationship among rhetoric, the emotions, and political morality than Cicero, I contend that Cicero, not Aristotle, offers a more relevant account of the relationship among these terms. I argue that, by grounding his account of emotional appeals in the art of rhetoric, Aristotle does not evade the moral problems originating in emotional manipulation. Moreover, Aristotle's approach to emotional appeals in politics is, compared to Cicero's, static, unable to adapt to new political circumstances. I suggest that Cicero's approach to the rhetorical emotions is more acceptable to a modern audience than Aristotle's because it is ethically based while also responsive to political realities. Cicero accommodates emotional appeals to circumstance based on his belief in decorum as a moral principle. Further, I show that emotional manipulation in Cicero is not as problematical as it initially appears.
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Taute, Harry A., Shaun McQuitty, and Elise Pookie Sautter. "Emotional Information Management and Responses to Emotional Appeals." Journal of Advertising 40, no. 3 (October 2011): 31–44. http://dx.doi.org/10.2753/joa0091-3367400303.
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Ort, Alexander, and Andreas Fahr. "The effectiveness of a positively vs. negatively valenced PSA against sexually transmitted diseases – evidence from an experimental study." Studies in Communication and Media 9, no. 3 (2020): 341–66. http://dx.doi.org/10.5771/2192-4007-2020-3-341.
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This study examines the effects of positive compared to negative appeals in persuasive health communication about sexually transmitted diseases (STDs). The theoretical background draws on the Extended Parallel Process Model, which is mainly used to ex- plain the processing of negative appeals (fear) in these contexts. Participants (N = 160; Mage = 22.59, SD = 2.48, 57.4% female; mainly students) took part in a one-factorial experiment by viewing an advertisement promoting the use of condoms that was emotionally framed as either humorous (positive) or threatening (negative) to induce an emotional experience of joy or fear, respectively. Emotional experiences were tested as predictors for health behavior-related outcomes by means of hierarchical regression analyses. Data pro- vides evidence for the beneficial effect of positive emotional appeals on message judgment and attitudes towards the proposed behavior. The threatening appeal reduced perceptions of efficacy and led to an increase in reactance. These findings provide further evidence for carefully using fear appeals in persuasive health communication and speak in favor of integrating positive emotional appeals in these contexts.
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Carrera, Pilar, Dolores Muñoz, and Amparo Caballero. "Mixed Emotional Appeals in Emotional and Danger Control Processes." Health Communication 25, no. 8 (November 30, 2010): 726–36. http://dx.doi.org/10.1080/10410236.2010.521914.
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Kim, Hyo J., and Glen T. Cameron. "Emotions Matter in Crisis." Communication Research 38, no. 6 (January 10, 2011): 826–55. http://dx.doi.org/10.1177/0093650210385813.
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This experiment revealed that emotional news frames (anger-inducing vs. sadness-inducing) affect people’s emotional response to a corporate crisis such as a cell phone battery explosion accident. The distinct emotions induced by different news frames influenced individuals’ information processing (i.e., heuristic vs. systematic processing) and the evaluation of the company differently. Participants exposed to anger-inducing crisis news read the news less closely and had more negative attitudes toward the company than those exposed to sadness-inducing news. Also, emotional frames affected how individuals perceived the different types of corporate responses (relief-focused message vs. punishment-focused message; emotional appeal vs. no emotional appeal). The advantage of emotional appeals was found contingent on how the crisis was previously framed by the media. Findings demonstrate a potential for developing effective corporate response strategies in a given crisis situation, considering the type of crisis, how it has been framed by the media, the publics’ emotional responses, and the use of emotional appeals.
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Fulkerson, Laurel. "Emotional Appeals in the Mytilenean Debate." Syllecta Classica 19, no. 1 (2008): 115–54. http://dx.doi.org/10.1353/syl.2008.0002.
Full textDissertations / Theses on the topic "Emotional appeals"
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Jorgensen, Peter Francis. "Investigating the nature of emotional appeals: An expectancy violations interpretation of the persuasive efficacy of emotional appeals." Diss., The University of Arizona, 2000. http://hdl.handle.net/10150/284213.
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The primary objective of this research was to investigate whether the principles of Expectancy Violations Theory could be applied to the study of emotional appeals so as to gain an alternative interpretation of the persuasive efficacy of affective messages in the social influence process. Central to this approach is the assumption that certain culturally-based norms guiding the expression of emotion exist at a societal level, and that the violations of these expectancy norms carry implications for the efficacy of persuasive attempts. Specifically, the tenets of EVT suggest that when these violations occur, message recipients will look to the perceived rewardingness of the source of the message, and then interpret the violations as positive or negative. It was posited that these evaluations, in turn, would either facilitate (in the case of positive violations) or inhibit (negative violations) the persuasion process. However, due to a number of methodological confounds in the design of the emotional messages used in this research, this study could not provide a fair test of the predictions suggested by EVT. A significant confederate by actor sex interaction described an experimental situation wherein expectancy violation or confirmation was idiosyncratic to the confederates, which is inconsistent both with the premises of EVT as well as the hypotheses stated in this research. Instead, a series of secondary analyses within confederates was undertaken in an attempt to explore the relationships between source rewardingness and message expectedness on attitude change. However, no significant relationships were found to exist. The discussion section focuses heavily on an analysis of the confounds that existed in this research, and suggestions are made for providing a remedy for similar situations in future research. Finally, directions for future research using expectancy violations theory and emotion are discussed.
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Mogaji, Emmanuel. "Emotional appeals in UK banks' print advertisement." Thesis, University of Bedfordshire, 2016. http://hdl.handle.net/10547/622103.
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The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested the need for banks to appeal to consumers‘ emotions with the aim of improving their reputation. Also, the competition within the industry also could suggest the need to adopt an emotionally appealing advertisement strategy as emotions are known to play an influential role in building robust brand preference. This study builds on the communication theory, meaning transfer theory and consumer involvement theory, to understand the messages the banks are sending out and to elicit consumers‘ emotional reaction. One thousand, two hundred and seventy-four UK bank advertisements in nine national newspapers were content-analysed to identify the emotional appeals presented by the banks. The perception of these appeals and their associated meanings were sought through semi-structured interviews with 33 participants in London and Luton. The results of the analysis indicated that UK Banks are utilising emotional appeal in their advertisements to reach out to the consumers to convince them to upgrade their account, to open an additional account or switch their account. The most predominantly used appeals were relief and relaxation followed by excitement and happiness or satisfaction with the bank, and finally, security and adventure. However, variations were found in different financial products that employed emotional appeals. It was found that high-involvement products such as mortgages and loans used fewer emotional appeals. Both bank groups - high street banks, including the big four (Barclays, HSBC, Lloyds and RBS) and non-high street banks, such as the new entrants, supermarket brands, and online banks were using emotional appeals. However, it is acknowledged that the communication strategies between these banks could be different as the non-high street banks are more likely to repeat and publish the same messages across many newspapers, instead of publishing different emotionally appealing advertisements. Though consumers acknowledged these emotional appeals in the advertisements, they were more concerned about their relationship with the banks as they don‘t rely on advertisements to make a financial decision. Rather, recommendations from families, friends and associates and also branch location are more important when deciding on which bank to choose. The lack of congruency between financial services and emotional appeals in advertisements is also observed as customers are more likely to be persuaded by rational appeals however this study has not completely ruled out emotional appeals in bank advertisements as the use of both types of appeals is recommended. The study provides important theoretical and managerial contributions to understanding how the consumers understand meaning-embedded advertisements produced by the banks. Managers will be able to consider the implications of advertisements in enhancing their brand equity and building relationships with customers in anticipation that, by word of the mouth and established relationship, their bank‘s reputation will be enhanced. Limitations of the study and opportunities for future research are identified.
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Káčerková, Radka. "Klasifikační analýza emocionálních apelů na vzorku českých televizních reklam." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193625.
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Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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Seyb, Stella Kara. "Emotional appeals: the effects of donation button design on donor behaviour." Thesis, University of Canterbury. Psychology, 2015. http://hdl.handle.net/10092/10269.
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Webpage design is an important factor in the capturing of new donor populations and increasing charitable giving. Charities often use emotional appeals when soliciting donations but little is known about the effects of embedding different verbal triggers directly into donation buttons. The aim of this study was to investigate the effects of three emotional triggers on donor compliance, donation amount and trust in the charity. A between-groups experimental design was used to test six hypotheses regarding the impact of social approval, empowerment, and guilt on donor compliance, donation amount and trust in the charity. Eighty students completed the research protocol using a simulated online donating platform. The hypotheses were not supported and the implications of the findings are discussed within the context of the strengths and limitations of the research design.
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Chamberlain, Laura. "An empirical examination of emotional and cognitive responses to threat appeals." Thesis, Aston University, 2015. http://publications.aston.ac.uk/26880/.
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Advertising and other forms of communications are often used by government bodies, non-government organisations, and other institutions to try to influence the population to either a) reduce some form of harmful behaviour (e.g. smoking, drunk- driving) or b) increase some more healthy behaviour (e.g. eating healthily). It is common for these messages to be predicated on the chances of some negative event occurring if the individual does not either a) stop the harmful behaviour, or b) start / increase the healthy behaviour. This design of communication is referred to by many names in the relevant literature, but for the purposes of this thesis, will be termed a ‘threat appeal’. Despite their widespread use in the public sphere, and concerted academic interest since the 1950s, the effectiveness of threat appeals in delivering their objective remains unclear in many ways. In a detailed, chronological and thematic examination of the literature, two assumptions are uncovered that have either been upheld despite little evidence to support them, or received limited attention at all, in the literature. Specifically, a) that threat appeal characteristics can be conflated with their intended responses, and b) that a threat appeal always and necessarily evokes a fear response in the subject. A detailed examination of these assumptions underpins this thesis. The intention is to take as a point of departure the equivocality of empirical results, and deliver a novel approach with the objective of reducing the confusion that is evident in existing work. More specifically, the present thesis frames cognitive and emotional responses to threat appeals as part of a decision about future behaviour. To further develop theory, a conceptual framework is presented that outlines the role of anticipated and anticipatory emotions, alongside subjective probabilities, elaboration and immediate visceral emotions, resultant from manipulation of the intrinsic message characteristics of a threat appeal (namely, message direction, message frame and graphic image). In doing so, the spectrum of relevant literature is surveyed, and used to develop a theoretical model which serves to integrate key strands of theory into a coherent model. In particular, the emotional and cognitive responses to the threat appeal manipulations are hypothesised to influence behaviour intentions and expectations pertaining to future behaviour. Using data from a randomised experiment with a sample of 681 participants, the conceptual model was tested using analysis of covariance. The results for the conceptual framework were encouraging overall, and also with regard to the individual hypotheses. In particular, empirical results showed clearly that emotional responses to the intrinsic message characteristics are not restricted to fear, and that different responses to threat appeals were clearly attributed to specific intrinsic message characteristics. In addition, the inclusion of anticipated emotions alongside cognitive appraisals in the framework generated interesting results. Specifically, immediate emotions did not influence key response variables related to future behaviour, in support of questioning the assumption of the prominent role of fear in the response process that is so prevalent in existing literature. The findings, theoretical and practical implications, limitations and directions for future research are discussed.
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Birgestam, Christoffer, Jakob Koel, and Camilla Öman. "Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85359.
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Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions.Appendix 3 is in a separate file.
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Lewis, Ioni M. "Factors influencing the effectiveness of advertising countermeasures in road safety." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/16660/1/Ioni_Lewis_Thesis.pdf.
Full textAbstract:
The current program of research contributes to the World Health Organisation's (WHO, 2004) recent call to pool global resources in the attempt to uncover the most effective countermeasures and polices for the prevention of road trauma. Specifically, this program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. The research focused upon the cognitive constructs of response efficacy (i.e., the extent to which a message incorporates coping strategies and information as well as the extent that individuals' perceive a message as incorporating such coping strategies and information) and involvement (i.e., the extent to which individuals perceive an issue or message as personally relevant and/or as being at risk of experiencing).-----
The research program may be conceptualised as three stages, with each stage comprised of an empirical study and one or more manuscripts. The first stage of the research explored the roles and effectiveness of negative and positive emotional appeals. With a substantial body of literature available on the use of fear as a persuasive strategy, Paper One reviewed the theoretical and empirical evidence relating to the function and effectiveness of such appeals. This paper highlighted the mixed findings that have been reported and the controversy surrounding the nature of the fear-persuasion relationship. This paper also highlighted the importance of cognitive components of a message and, in particular, the need to incorporate high levels of response efficacy and to be cognisant of the issue of threat and message relevance.-----
Paper Two was based on qualitative research derived from focus groups of licensed drivers (N = 16). The study investigated the roles and effectiveness of positive and negative emotional appeals in road safety advertisements addressing speeding and drink driving. The results suggested that positive and negative emotional appeals may serve different functions. Positive emotional appeals were regarded as a potentially efficacious means of promoting the message of prevention and to model safe behaviour and the rewards received whereas negative emotional appeals were regarded an important way to remind drivers of the dangers of driving.-----
The second stage of the research program endeavoured to extend upon the findings reported in the first stage by providing an empirical comparison of positive, humorous appeals and negative, fear-based appeals on a range of outcome measures and over time. In Paper Three, the type of emotional appeal (positive/humorous, negative/fear), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 mixed group design. Licensed drivers (N = 201) completed either a paper-and-pencil or internet-based version of a questionnaire. Prior to the anti-drink driving television advertisements being shown, pre-exposure were assessed. Attitudes and intentions were then assessed immediately after exposure and attitudes, intentions, and behaviour, 2 to 4 weeks later. The results provided evidence of the greater persuasiveness of negative appeals immediately after exposure and greater improvement of positive appeals over time. Also, the results highlighted the importance of high levels of response efficacy, irrespective of emotional appeal type. Paper Three also supported and extended upon earlier findings by examining third-person perceptions in relation to positive, humorous emotional appeals. The results revealed that males reported significantly greater overall influence both to themselves personally, as well as other drivers in general, than females for the humorous appeals. Further, consistent with the multiple roles of affect posited by Elaboration Likelihood Model, explanations were provided for the differential effectiveness of positive and negative affect.-----
An additional aim of the second stage of the research program was to clarify an important methodological issue; the sampling adequacy of traditional university student samples versus internet-based samples for health message persuasion research. Fear appeal empirical literature has been criticised for its over-reliance upon student samples. Paper Four examined the extent that the internet may function as an efficacious means of accessing drivers for road safety advertising research. The sample characteristics and results obtained from student and internet samples of drivers were compared empirically. The results provided support for the greater diversity and representativeness of the internet sample and suggested that the two sampling approaches produce equivalent results. This paper served to inform the validity of prior research and informed the choice of sampling methodologies for the subsequent research stage reported in Paper Five.-----
The third stage of the research built upon the preceding stages and, most notably, broadened the scope of emotional appeals examined by comparing a range of negative and positive emotional appeals addressing the issue of speeding. Drawing upon the Rossiter-Percy (1987, 1997) motivational model, Paper Five examined two different negative and two positive emotional appeals designed as audio messages. Specifically, the type of emotional appeal (Problem Avoidance/Fear based; Problem Removal/ Agitation or annoyance-based; Social Approval/ Pride-based; and Intellectual Mastery/ Humour-based), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 fully between groups design. A range of persuasion outcome measures, including attitudes and intentions, were assessed immediately after exposure and 1 month later. Further, the study assessed adaptive (message acceptance) as well as maladaptive (message rejection) intentions. The results provided evidence of the effectiveness of humorous-based appeals for males and highlighted that appeals of the same valence (positive or negative) need not have the same persuasive effects. The results also supported the importance of response efficacy for all appeal types and highlighted that a message's overall effectiveness requires consideration of both message acceptance and rejection rates.-----
Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the three studies have important theoretical and practical implications for future campaign development which are discussed.
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Lewis, Ioni M. "Factors influencing the effectiveness of advertising countermeasures in road safety." Queensland University of Technology, 2008. http://eprints.qut.edu.au/16660/.
Full textAbstract:
The current program of research contributes to the World Health Organisation's (WHO, 2004) recent call to pool global resources in the attempt to uncover the most effective countermeasures and polices for the prevention of road trauma. Specifically, this program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. The research focused upon the cognitive constructs of response efficacy (i.e., the extent to which a message incorporates coping strategies and information as well as the extent that individuals' perceive a message as incorporating such coping strategies and information) and involvement (i.e., the extent to which individuals perceive an issue or message as personally relevant and/or as being at risk of experiencing).-----
The research program may be conceptualised as three stages, with each stage comprised of an empirical study and one or more manuscripts. The first stage of the research explored the roles and effectiveness of negative and positive emotional appeals. With a substantial body of literature available on the use of fear as a persuasive strategy, Paper One reviewed the theoretical and empirical evidence relating to the function and effectiveness of such appeals. This paper highlighted the mixed findings that have been reported and the controversy surrounding the nature of the fear-persuasion relationship. This paper also highlighted the importance of cognitive components of a message and, in particular, the need to incorporate high levels of response efficacy and to be cognisant of the issue of threat and message relevance.-----
Paper Two was based on qualitative research derived from focus groups of licensed drivers (N = 16). The study investigated the roles and effectiveness of positive and negative emotional appeals in road safety advertisements addressing speeding and drink driving. The results suggested that positive and negative emotional appeals may serve different functions. Positive emotional appeals were regarded as a potentially efficacious means of promoting the message of prevention and to model safe behaviour and the rewards received whereas negative emotional appeals were regarded an important way to remind drivers of the dangers of driving.-----
The second stage of the research program endeavoured to extend upon the findings reported in the first stage by providing an empirical comparison of positive, humorous appeals and negative, fear-based appeals on a range of outcome measures and over time. In Paper Three, the type of emotional appeal (positive/humorous, negative/fear), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 mixed group design. Licensed drivers (N = 201) completed either a paper-and-pencil or internet-based version of a questionnaire. Prior to the anti-drink driving television advertisements being shown, pre-exposure were assessed. Attitudes and intentions were then assessed immediately after exposure and attitudes, intentions, and behaviour, 2 to 4 weeks later. The results provided evidence of the greater persuasiveness of negative appeals immediately after exposure and greater improvement of positive appeals over time. Also, the results highlighted the importance of high levels of response efficacy, irrespective of emotional appeal type. Paper Three also supported and extended upon earlier findings by examining third-person perceptions in relation to positive, humorous emotional appeals. The results revealed that males reported significantly greater overall influence both to themselves personally, as well as other drivers in general, than females for the humorous appeals. Further, consistent with the multiple roles of affect posited by Elaboration Likelihood Model, explanations were provided for the differential effectiveness of positive and negative affect.-----
An additional aim of the second stage of the research program was to clarify an important methodological issue; the sampling adequacy of traditional university student samples versus internet-based samples for health message persuasion research. Fear appeal empirical literature has been criticised for its over-reliance upon student samples. Paper Four examined the extent that the internet may function as an efficacious means of accessing drivers for road safety advertising research. The sample characteristics and results obtained from student and internet samples of drivers were compared empirically. The results provided support for the greater diversity and representativeness of the internet sample and suggested that the two sampling approaches produce equivalent results. This paper served to inform the validity of prior research and informed the choice of sampling methodologies for the subsequent research stage reported in Paper Five.-----
The third stage of the research built upon the preceding stages and, most notably, broadened the scope of emotional appeals examined by comparing a range of negative and positive emotional appeals addressing the issue of speeding. Drawing upon the Rossiter-Percy (1987, 1997) motivational model, Paper Five examined two different negative and two positive emotional appeals designed as audio messages. Specifically, the type of emotional appeal (Problem Avoidance/Fear based; Problem Removal/ Agitation or annoyance-based; Social Approval/ Pride-based; and Intellectual Mastery/ Humour-based), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 fully between groups design. A range of persuasion outcome measures, including attitudes and intentions, were assessed immediately after exposure and 1 month later. Further, the study assessed adaptive (message acceptance) as well as maladaptive (message rejection) intentions. The results provided evidence of the effectiveness of humorous-based appeals for males and highlighted that appeals of the same valence (positive or negative) need not have the same persuasive effects. The results also supported the importance of response efficacy for all appeal types and highlighted that a message's overall effectiveness requires consideration of both message acceptance and rejection rates.-----
Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the three studies have important theoretical and practical implications for future campaign development which are discussed.
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Bridgman, Aengus B. "Mapping Contemporary Canadian English-Speaking Conservatism: An Examination of Axioms, Core Policies, Ideological Opponents and Intellectual/Emotional Appeals." Thèse, Université d'Ottawa / University of Ottawa, 2014. http://hdl.handle.net/10393/31073.
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Canadian political ideas are commonly accessed through traditional political culture or brokerage politics frames. This literature, while explaining certain political phenomenon in a robust way, fails to adequately appreciate the nuance in contemporary Canadian political ideas. A particularly fertile ground for an exploration of these ideas is in the study of contemporary Canadian conservatism. Through an examination of conservative scholars, pundits and political actors, four distinct strains of conservatism are identified and examined for axioms, core policy recommendations and affective appeals employed. Conservatism is demonstrated to be a multilayered and complex contemporary ideology displaying a remarkable diversity of ideas and understandings of the world. Despite these broad differences in core ideas and policy prescriptions and a number of key sites of disagreement, contemporary conservative ideologies remain bound by a core set of ideas and a common vernacular.
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Hägg, Agnes, and Ida Jutebring. ""Därför blev jag otroligt glad när Natural Cycles kontaktade just MIG" : En kvalitativ textanalys om konstruktionen av sponsrade blogginlägg." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38776.
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Den här studien fokuserar på influencer marketing och opinionsbildning. Den valda empirin för studien är sex blogginlägg sponsrade av företaget Natural Cycles. Studiens syfte är att få ökad kunskap om hur influencers konstruerar sponsrade blogginlägg. För att uppnå syftet har en kvalitativ textanalys utförts. Den teoretiska utgångångspunkten för studien är tvåstegshypotesen. Tvåstegshypotesen används tillsammans med influencer marketing och begreppen emotional appeals och fear appeals som är lånade från psykologiforskning. Studiens tillvägagångsätt grundar sig i en kvalitativ textanalys. Mer specifikt har en stilanalys använts för att se hur blogginläggen konstrueras språkligt, innehållsligt, socialt och kontextuellt. Utifrån de olika stildragen har gemensamma kvaliteter hittats i blogginläggen som sedan använts för att presentera analysresultatet. Analysen gav kvaliteterna gemenskap, opinionsbildning, vardagligt språk, personliga erfarenheter och åsikter, engagemang i ämnet och kontextuella faktorer. Resultatet visade att influencers använder ett personligt och engagerat språk. De skriver om personliga erfarenheter och om hur de mår, sin kropp och sina känslor. Influencers tar även på sig en självutnämnd expertroll för produkten när de försöker övertyga läsarna om fördelarna med produkten och företaget. För att övertyga läsarna används fear appeals och avskräckande exempel, som biverkningar de har upplevt med andra produkter.
Books on the topic "Emotional appeals"
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Campaigning for hearts and minds: How emotional appeals in political ads work. Chicago: University of Chicago Press, 2006.
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Who is afraid of fear appeals?: Persuasion and emotion in print advertising. Innsbruck: Institut für Sprachen und Literaturen der Universität Innsbruck, 2005.
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The heart of biblical narrative: Rediscovering biblical appeal to the emotions. Minneapolis: Fortress Press, 2009.
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Florida. Office of Program Policy Analysis and Government Accountability. OPPAGA special review: Children's advocacy centers appear beneficial but have limited accountability. Tallahassee, Fla: The Office, 2002.
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Beyond understanding: Appeals to the imagination, passions, and will in mid-nineteenth-century American women's fiction. New York: Peter Lang, 1996.
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Mogaji, Emmanuel. Emotional Appeals in Advertising Banking Services. Emerald Publishing Limited, 2018.
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Mogaji, Emmanuel. Emotional Appeals in Advertising Banking Services. Emerald Publishing Limited, 2018.
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Emotional Appeals in Advertising Banking Services. Emerald Publishing Limited, 2018.
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Brader, Ted. Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion). University Of Chicago Press, 2005.
Find full textBook chapters on the topic "Emotional appeals"
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Perloff, Richard M. "Emotional Message Appeals." In The Dynamics of Persuasion, 339–65. 7th edition. | New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429196959-12.
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Donovan, Sarah J. "Emotional Appeals, Trauma, and Aesthetic Pleasure." In Genocide Literature in Middle and Secondary Classrooms, 73–77. New York : Routledge, 2017.: Routledge, 2016. http://dx.doi.org/10.4324/9781315621470-7.
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Buck, Ross, and Whitney A. Davis. "Marketing Risk: Emotional Appeals Can Promote the Mindless Acceptance of Risk." In The International Library of Ethics, Law and Technology, 61–80. Dordrecht: Springer Netherlands, 2010. http://dx.doi.org/10.1007/978-90-481-8647-1_4.
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D’Hooge, Serena, and Patrick Vyncke. "A Thematic Exploration of Strong Emotional Appeals Based on Evolutionary Psychology." In Advances in Advertising Research (Vol. XI), 119–35. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32201-4_9.
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Albinsson, Pia A., Bruce A. Huhmann, and Bidisha Burman. "The Use of Rhetoric and Emotional Appeals in Fitness Ads: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 361–62. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_115.
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Sledge, Sally. "An Analysis of Emotional Appeals Used by Global and Regional Cosmetic Advertisers." In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference, 473. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-13084-2_111.
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Tsichla, Eirini, Maria C. Voutsa, Kostoula Margariti, and Leonidas Hatzithomas. "Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions." In Advances in Advertising Research (Vol. XI), 241–53. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32201-4_17.
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Antola Swan, Alessandra. "The Emotional Appeal." In Italian and Italian American Studies, 281–315. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-56506-0_11.
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Wrisley, George. "Appeal to Emotion." In Bad Arguments, 98–101. Chichester, UK: John Wiley & Sons, Ltd, 2018. http://dx.doi.org/10.1002/9781119165811.ch13.
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Wrisley, George. "Appeal to Emotion." In Bad Arguments, 102–5. Chichester, UK: John Wiley & Sons, Ltd, 2018. http://dx.doi.org/10.1002/9781119165811.ch14.
Full textConference papers on the topic "Emotional appeals"
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Li, Zhu, and Ang Lay Hoon. "Advertising Appeals in Baby Formula Commercials across Cultures." In GLOCAL Conference on Asian Linguistic Anthropology 2020. The GLOCAL Unit, SOAS University of London, 2020. http://dx.doi.org/10.47298/cala2020.16-5.
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Advertising, as a means of social communication, is seen as a reflection of cultural values, so does baby formula commercials. Advertising appeals, including both emotional and rational appeals, are an important strategy for advertisers to create effective commercials. This cross-cultural study compared the types of advertising appeals used in baby formula commercials of China, America, and Malaysia. It further investigated whether advertising appeals were related to the cultural values of these three countries using the Hofstede model, specifically individualism-collectivism. A comparative content analysis was used in this study. A total of 16 TV commercials on the same baby formula brand, S-26 Progress Gold, were identified and analyzed. The findings illustrated that advertisers tailor their advertising appeals, even in emotional appeals, different focuses of appeals are highlighted, to establish connections with their target customers in the global contexts.
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Sadachar, Amrut, and Swagata Chakraborty. "Impact of User-Centric Advertisement Appeals on Consumers’ Emotional Responses and Sustainable Apparel Purchase Intentions." In Pivoting for the Pandemic. Iowa State University Digital Press, 2020. http://dx.doi.org/10.31274/itaa.11830.
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Lim, Weng Marc, Pei-Lee Teh, and Pervaiz K. Ahmed. "Message sequencing of rational and emotional appeals: A study on consumer brand and product attitudes." In 2014 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2014. http://dx.doi.org/10.1109/ieem.2014.7058863.
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Mo-ran, Wang, and Guo Xiu-juan. "From House Construction to Life Building—Real Estate Advertisements Planning through Emotional Appeals and Cultural Feelings." In Proceedings of the 1st International Conference on Contemporary Education and Economic Development (CEED 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/ceed-18.2018.105.
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Moreira Da Silva, Ana. "Creativity and Emotion in Design." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001996.
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Creativity in Design can be related to Emotion, particularly to the Emotional Mind. We perceive, interpret and memorize things differently depending on our emotional states. We are emotional and emphatic beings. The experiences we have gone through, the challenges we have learned from and the circumstances that have made us, reflect on our work as designers.Creativity is the process of solving a new problem by creating a new pattern of brain connections; it is a spark between previously unrelated concepts acquired through learning and experiencing. The act of creation requires the brain to find new associations, new connections between its neurons. The creation of something new and unusual is literally a spark that links previously unrelated neural groups and joins previously distant conceptual areas: the creative thinking.Sketching can stimulate a re-interpretive cycle in the individual designer’s idea generation process. It appears that sketches stimulate creativity in this ideas generation process, by providing new directions for ideas to breed in an individual generate-interpret cycle. A drawing happens when we engage our hands to capture what we are thinking or experiencing. The hand is an extension for our brain which can make visible our ideas through sketches. The proportion of sensorimotor cortex devoted to hand function is considerably greater than that devoted to other body segments. Several authors even call the hand has ‘the outer brain’. We are developing an ongoing research concerned with investigating the ways in which the activity of sketching stimulates creativity in design.Under a qualitative research, based on literature review methodology, through the study and interpretation of several authors’ statements, this paper investigates the relations between Creativity and Emotion in Design, and also, aims to stimulate reflection and bring new perspectives on the nowadays use of sketching within this relation creativity/emotions present in the designers mind as an emotional human being.
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Šakinytė, Dainora, Rasa Markšaitytė, Laura Šeibokaitė, Auksė Endriulaitienė, and Justina Slavinskienė. "THE EFFECTIVENESS OF SOCIAL ADS TARGETING DRUNK DRIVING." In International Psychological Applications Conference and Trends. inScience Press, 2021. http://dx.doi.org/10.36315/2021inpact069.
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"Social advertisements with threat appeals are widely used to reduce drunk driving. However, research on the effectiveness of such advertising is limited. This study aimed to evaluate, what emotions cause threat appeal ads targeting drunk driving and whether these ads change risky driving attitudes. 41 students (17.1 percent males; mean age 20.9 years; 53.7 percent had a driving license) voluntarily participated in the experimental study. Every participant was randomly assigned to one of three groups: two experimental (watched one of two TV ads with threat appeals) or control group (watched car wash ad with no threatening stimuli). After watching one of three ads, all participants were asked to evaluate seven emotions and to fill in Driving Attitude Questionnaire (DAQ). Results revealed that both road safety threat appeal ads targeting drunk driving did not arouse any stronger fear emotions or differences in driving attitudes compared to control group. Both experimental groups didn’t differ in emotions or attitudes as well. No difference in emotions and attitudes was found when comparing the reaction of participants who have seen the specific ad before the experiment and those who haven’t. The fact of being a licensed driver was also not related to the level of reported emotions or attitude differences in both experimental groups. The study results reveal that the possible effectiveness of threat appeal ads from ongoing social marketing campaigns on reducing drunk driving is questionable and further studies are needed."
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Choi, Dooyoung, and Ha Kyung Lee. "Performance Appeals, Environmental Knowledge, and Emotions for Green Advertising." In Pivoting for the Pandemic. Iowa State University Digital Press, 2020. http://dx.doi.org/10.31274/itaa.11783.
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Orzechowska, Joanna. "Приятное/неприятное в русской эмоциональной картине мира." In Пражская Русистика 2020 – Prague Russian Studies 2020. Charles University, Faculty of Education, 2020. http://dx.doi.org/10.14712/9788076032088.17.
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Data excerpted from a new type linguistic-psychological dictionary – Senses, Emotions and Adjectives of the Russian Language (2010) – provided a basis for reconstructing a fragment of the emotional image of the Russian world: hedonistic values on the scale pleasant/unpleasant. The paper analyses adjectives assessed by respondents as evoking very pleasant and very unpleasant emotions. The emotional image of the world was recreated by classifying adjectives according to senses attributed to them by respondents and in line with clusters describing a particular fragment of reality. This made it possible to state that most adjectives evoking the most intense emotions (both positive and negative) are related to the sense of smell. On two poles of the hedonistic scale there are smells of tasty food (fruit and sweets) and smells of rotten and stale products, smells of plants and those which appear in connection with human physiology. The conducted research may be applied to shape the emotive competence, which ensures successful intercultural communication and an appropriate level of emotionality in literary translations.
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Yang, Ziqi, and Jounghyung Cho. "Public Art Design in Subway Space Based on Emotional Appeal." In Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/iccessh-19.2019.203.
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Shang, Cun, and Kyung Ho Lim. "Research on the Emotional Appeal of Advertisement Design About Youth Consumer Groups." In Proceedings of the 2nd International Conference on Art Studies: Science, Experience, Education (ICASSEE 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icassee-18.2018.147.
Full textReports on the topic "Emotional appeals"
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Yilmaz, Ihsan, and Kainat Shakil. Religious Populism and Vigilantism: The Case of the Tehreek-e-Labbaik Pakistan. European Center for Populism Studies (ECPS), January 2022. http://dx.doi.org/10.55271/pp0001.
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Religious populism and radicalism are hardly new to Pakistan. Since its birth in 1947, the country has suffered through an ongoing identity crisis. Under turbulent political conditions, religion has served as a surrogate identity for Pakistan, masking the country’s evident plurality, and over the years has come to dominate politics. Tehreek-e-Labbaik Pakistan (TLP) is the latest face of religious extremism merged with populist politics. Nevertheless, its sporadic rise from a national movement defending Pakistan’s notorious blasphemy laws to a “pious” party is little understood. This paper draws on a collection of primary and secondary sources to piece together an account of the party’s evolution that sheds light on its appeal to “the people” and its marginalization and targeting of the “other.” The analysis reveals that the TLP has evolved from a proxy backed by the establishment against the mainstream parties to a full-fledged political force in its own right. Its ability to relate to voters via its pious narrative hinges on exploiting the emotional insecurities of the largely disenfranchised masses. With violence legitimized under the guise of religion, “the people” are afforded a new sense of empowerment. Moreover, the party’s rhetoric has given rise to a vigilante-style mob culture so much so that individuals inspired by this narrative have killed in plain sight without remorse. To make matters worse, the incumbent government of Imran Khan — itself a champion of Islamist rhetoric — has made repeated concessions and efforts to appease the TLP that have only emboldened the party. Today, the TLP poses serious challenges to Pakistan’s long-standing, if fragile, pluralistic social norms and risks tipping the country into an even deadlier cycle of political radicalization.
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Nezhyva, Liudmyla L., Svitlana P. Palamar, and Oksana S. Lytvyn. Perspectives on the use of augmented reality within the linguistic and literary field of primary education. [б. в.], November 2020. http://dx.doi.org/10.31812/123456789/4415.
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The article analyzes the scientific sources on the problem of augmented reality in the educational field. There is a fragmentary rationale for new technology in primary school, to a greater extent the experience of scientists and practitioners relate to the integrated course “I am exploring the world”. The peculiarities of Ukrainian and foreign writers’ works with AR applications, which are appropriate to use during the classes of literary reading, are analyzed. The authors substantiated the prospect of augmented reality technology for mastering the artistic image of the world of literary work, the relevance of use of AR to modern educational challenges, and also demonstrated the possibility of immersion into the space of artistic creation and activation of students’ imagination with the help of AR applications. The article demonstrates the possibilities of use AR-technology for the development of emotional intelligence and creative thinking, solving educational tasks by setting up an active dialogue with literary heroes. The basic stages of the application of AR technologies in the literary reading lessons in accordance with the opportunities of the electronic resource are described: involvement; interaction; listening, reading and audition; research; creative work; evaluation. It is confirmed that in the process of using augmented reality technology during the reading lessons, the qualitative changes in the process of formation of the reader’s culture of the students of experimental classes appears, as well as the increase of motivation, development of emotional intelligence and creative thinking.
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Lylo, Taras. Ideologemes of modern Russian propaganda in Mikhail Epstein’s essayistic interpretations. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11404.
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The article analyzes the main anti-propaganda accents in Mikhail Epstein’s essayistic argumentation about such messages of modern Russian propaganda as “Russia is threatened by an external enemy”, “Russia is a significant, powerful country”, “The collapse of the USSR was a tragedy”, “Russia is a special spiritual civilization”, “Our cause in Donbass is sacred”, “The enemy uses, or may use of illegal weapons”... A special emphasis is placed on the fact that the basis of these concepts is primarily ontological rather than ideological. Ideology is rather a cover for problematic Russian existence as a consequence of Russia’s problematic identity and for its inability to find itself in history. As a result, Russia is trying to resolve its historical issues geographically, through spatial expansion, trying to implement ideologemes such as “The Great Victory. We can repeat” or “Novorossia”. That is why M. Epstein clearly identifies the national and psychological basis of the Kremlin’s behavior in 2014-2021. М. Epstein easily refutes the main ideologemes of Russian propaganda. This gives grounds to claim that Russian political technologists use the classical principles of propaganda: ignore people who think; if the addressee is the masses, focus on a few simple points; reduce each problem to the lowest common denominator that the least educated person can repeat and remember; be guided by historical realities that appeal to well-known events and symbols and appeal to emotions, not to the mind. М. Epstein’s argumentation clearly points to another feature of modern Russian propaganda: if Soviet propaganda was concerned with the plausibility of its lies, then Kremlin propaganda does not care at all. It totally spreads lies, often ignoring even attempts to offer half-truth.
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Makhachashvili, Rusudan K., Svetlana I. Kovpik, Anna O. Bakhtina, and Ekaterina O. Shmeltser. Technology of presentation of literature on the Emoji Maker platform: pedagogical function of graphic mimesis. [б. в.], July 2020. http://dx.doi.org/10.31812/123456789/3864.
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The article deals with the technology of visualizing fictional text (poetry) with the help of emoji symbols in the Emoji Maker platform that not only activates students’ thinking, but also develops creative attention, makes it possible to reproduce the meaning of poetry in a succinct way. The application of this technology has yielded the significance of introducing a computer being emoji in the study and mastering of literature is absolutely logical: an emoji, phenomenologically, logically and eidologically installed in the digital continuum, is separated from the natural language provided by (ethno)logy, and is implicitly embedded into (cosmo)logy. The technology application object is the text of the twentieth century Cuban poet José Ángel Buesa. The choice of poetry was dictated by the appeal to the most important function of emoji – the expression of feelings, emotions, and mood. It has been discovered that sensuality can reconstructed with the help of this type of meta-linguistic digital continuum. It is noted that during the emoji design in the Emoji Maker program, due to the technical limitations of the platform, it is possible to phenomenologize one’s own essential-empirical reconstruction of the lyrical image. Creating the image of the lyrical protagonist sign, it was sensible to apply knowledge in linguistics, philosophy of language, psychology, psycholinguistics, literary criticism. By constructing the sign, a special emphasis was placed on the facial emogram, which also plays an essential role in the transmission of a wide range of emotions, moods, feelings of the lyrical protagonist. Consequently, the Emoji Maker digital platform allowed to create a new model of digital presentation of fiction, especially considering the psychophysiological characteristics of the lyrical protagonist. Thus, the interpreting reader, using a specific digital toolkit – a visual iconic sign (smile) – reproduces the polylaterial metalinguistic multimodality of the sign meaning in fiction. The effectiveness of this approach is verified by the poly-functional emoji ousia, tested on texts of fiction.
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Herbert, George. How Can Middle-income Countries Improve Their Skills Systems Post- COVID-19? Institute of Development Studies (IDS), February 2021. http://dx.doi.org/10.19088/k4d.2021.082.
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Vocational training systems in middle-income countries are going to face multiple challenges in the post-COVID era, notably, challenges related to (1) automation; (2) the transition to a green economy, and (3) demographic pressures. Of these, automation - linked to the burgeoning ‘fourth industrial revolution’ that is set to transform the global economy - represents the most serious challenge and is the only one of the three challenges discussed in any depth in this paper. Whilst estimates of the likely scale of automation in the coming years and decades vary widely, it appears likely that waves of automation will lead to a dramatic decline in many kinds of jobs that largely involve routine, repetitive tasks. These trends pre-date COVID-19, but the disruption caused by the pandemic provides an opportunity to prepare for these challenges by implementing vocational training system reforms as part of the Build Back Better agenda. Reforms to vocational training systems will be crucial to ensuring middle-income countries respond appropriately to accelerating labour market changes. However, they should only form a limited part of that response and need to be integrated with a wide range of other policy measures. Vocational training reform will need to occur in the context of major reforms to basic education in order to ensure that all workers are equipped with the cross-cutting cognitive and socio-emotional skills they will require to perform hard-to-automate tasks and to be able to learn and adapt rapidly in a changing economy. Middle-income countries will also likely need to progressively expand social protection schemes in order to provide a safety net for workers that struggle to adapt to changing labour market requirements.
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HEFNER, Robert. IHSAN ETHICS AND POLITICAL REVITALIZATION Appreciating Muqtedar Khan’s Islam and Good Governance. IIIT, October 2020. http://dx.doi.org/10.47816/01.001.20.
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Ours is an age of pervasive political turbulence, and the scale of the challenge requires new thinking on politics as well as public ethics for our world. In Western countries, the specter of Islamophobia, alt-right populism, along with racialized violence has shaken public confidence in long-secure assumptions rooted in democracy, diversity, and citizenship. The tragic denouement of so many of the Arab uprisings together with the ascendance of apocalyptic extremists like Daesh and Boko Haram have caused an even greater sense of alarm in large parts of the Muslim-majority world. It is against this backdrop that M.A. Muqtedar Khan has written a book of breathtaking range and ethical beauty. The author explores the history and sociology of the Muslim world, both classic and contemporary. He does so, however, not merely to chronicle the phases of its development, but to explore just why the message of compassion, mercy, and ethical beauty so prominent in the Quran and Sunna of the Prophet came over time to be displaced by a narrow legalism that emphasized jurisprudence, punishment, and social control. In the modern era, Western Orientalists and Islamists alike have pushed the juridification and interpretive reification of Islamic ethical traditions even further. Each group has asserted that the essence of Islam lies in jurisprudence (fiqh), and both have tended to imagine this legal heritage on the model of Western positive law, according to which law is authorized, codified, and enforced by a leviathan state. “Reification of Shariah and equating of Islam and Shariah has a rather emaciating effect on Islam,” Khan rightly argues. It leads its proponents to overlook “the depth and heights of Islamic faith, mysticism, philosophy or even emotions such as divine love (Muhabba)” (13). As the sociologist of Islamic law, Sami Zubaida, has similarly observed, in all these developments one sees evidence, not of a traditionalist reassertion of Muslim values, but a “triumph of Western models” of religion and state (Zubaida 2003:135). To counteract these impoverishing trends, Khan presents a far-reaching analysis that “seeks to move away from the now failed vision of Islamic states without demanding radical secularization” (2). He does so by positioning himself squarely within the ethical and mystical legacy of the Qur’an and traditions of the Prophet. As the book’s title makes clear, the key to this effort of religious recovery is “the cosmology of Ihsan and the worldview of Al-Tasawwuf, the science of Islamic mysticism” (1-2). For Islamist activists whose models of Islam have more to do with contemporary identity politics than a deep reading of Islamic traditions, Khan’s foregrounding of Ihsan may seem unfamiliar or baffling. But one of the many achievements of this book is the skill with which it plumbs the depth of scripture, classical commentaries, and tasawwuf practices to recover and confirm the ethic that lies at their heart. “The Quran promises that God is with those who do beautiful things,” the author reminds us (Khan 2019:1). The concept of Ihsan appears 191 times in 175 verses in the Quran (110). The concept is given its richest elaboration, Khan explains, in the famous hadith of the Angel Gabriel. This tradition recounts that when Gabriel appeared before the Prophet he asked, “What is Ihsan?” Both Gabriel’s question and the Prophet’s response make clear that Ihsan is an ideal at the center of the Qur’an and Sunna of the Prophet, and that it enjoins “perfection, goodness, to better, to do beautiful things and to do righteous deeds” (3). It is this cosmological ethic that Khan argues must be restored and implemented “to develop a political philosophy … that emphasizes love over law” (2). In its expansive exploration of Islamic ethics and civilization, Khan’s Islam and Good Governance will remind some readers of the late Shahab Ahmed’s remarkable book, What is Islam? The Importance of Being Islamic (Ahmed 2016). Both are works of impressive range and spiritual depth. But whereas Ahmed stood in the humanities wing of Islamic studies, Khan is an intellectual polymath who moves easily across the Islamic sciences, social theory, and comparative politics. He brings the full weight of his effort to conclusion with policy recommendations for how “to combine Sufism with political theory” (6), and to do so in a way that recommends specific “Islamic principles that encourage good governance, and politics in pursuit of goodness” (8).