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Journal articles on the topic 'Emotional appeals'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Lase, Gus Theodorman, Iskandar Zulkarnain, and Mazdalifah Mazdalifah. "Strategi Message Appeals Ono Harato Sebua dalam Kampanye Stop Kekerasan Terhadap Anak." MUKASI: Jurnal Ilmu Komunikasi 2, no. 1 (2023): 63–76. http://dx.doi.org/10.54259/mukasi.v2i1.1514.

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Wahana Visi Indonesia for the South Nias Program Area is a non-profit organization that carries out a campaign to stop violence against children by using a strategy of message appeals with the nuances of local wisdom, namely ono harato sebua. The research employs a descriptive method using a qualitative approach. Data collection techniques are interviews, observation and documentation. The result shows that the use of message appeals of ono harato sebua in the campaign to stop violence against children, using rational appeals, emotional appeals and morality appeals. The rational appeals use vi

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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 (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 a

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Basha, Dr S. Md Karimulla, Dr Tadipigari Mahesh Babu, Dr Samuel Mores Geddam, and Soumya Vijaykumar Sirsali. "Emotional Resonance in Marketing: Analysing the Effectiveness of Emotional Appeals in Advertising among Generation Z." International Journal of Environmental Sciences 11, no. 9s (2025): 16–43. https://doi.org/10.64252/v50agp52.

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The research explores the role of eleven emotional appeals—musical, empathy, youth, popularity, endorsement, adventure, fear, humour, romantic, personal, and social—on Generation Z, a generation recognized for their overtly digital lifestyle and diverse interests. Using a one-way repeated measures ANOVA, the results show that there are significant differences between the appeal effects. Appeals to music, empathy and youth have the greatest effect on this group whereas appeals to humour, romance and the personal direct connection play no meaningful role. There are also gender effects, as males

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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 emotion

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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 (2011): 31–44. http://dx.doi.org/10.2753/joa0091-3367400303.

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Taddicken, Monika, and Anne Reif. "Between Evidence and Emotions: Emotional Appeals in Science Communication." Media and Communication 8, no. 1 (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 com

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Kim, Mikyoung, and Yoonhyeung Choi. "Risk communication: The roles of message appeal and coping style." Social Behavior and Personality: an international journal 45, no. 5 (2017): 773–84. http://dx.doi.org/10.2224/sbp.6327.

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We examined the main effect of message appeal (emotional and logical) and coping style (monitors and blunters) and the interaction effect between the two on risk message processing outcomes. Participants were 74 U.S. undergraduate and graduate students who read news stories about tornadoes, then rated their risk message processing outcomes. Results showed that emotional appeals led to a higher risk perception, probability of risk occurrence, and more accurate recognition memory than did logical appeals. Further, we found significant interaction effects between message appeal and coping style o

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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 (2010): 726–36. http://dx.doi.org/10.1080/10410236.2010.521914.

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Chan, Tak Jie, Mohamad Uzair Mohamad Roshdi, Yang Tian, Nor Hazlina Hashim, and Hon Tat Huam. "Predictors of Social Media Advertisement Appeals and Consumers’ Buying Behavior of a Fast-Food Chain Company." Studies in Media and Communication 13, no. 1 (2025): 441. https://doi.org/10.11114/smc.v13i1.7172.

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The fast-food industry has faced stiff competition due to the mushrooming of various brands. Thus, marketers have to think of various promotional activities to attract consumers, and one of the strategies will be through the use of social media advertisement appeals. However, past studies mainly focused on rational and emotional appeals, and other advertisement appeals have received little attention. Thus, this study aimed to investigate a fast-food company's social media advertisement by focusing on the two main appeals, namely rational and emotional, and extended two additional appeals which

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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.

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Hussain, Syed A., and Maria K. Lapinski. "Nostalgic Emotional Appeals for Smoking Prevention." Communication Research Reports 34, no. 1 (2016): 48–57. http://dx.doi.org/10.1080/08824096.2016.1235557.

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Merry, Melissa K. "Emotional Appeals in Environmental Group Communications." American Politics Research 38, no. 5 (2010): 862–89. http://dx.doi.org/10.1177/1532673x09356267.

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Mattila, Anna S. "Do emotional appeals work for services?" International Journal of Service Industry Management 10, no. 3 (1999): 292–307. http://dx.doi.org/10.1108/09564239910276890.

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Dowding, Keith. "Emotional appeals in politics and deliberation." Critical Review of International Social and Political Philosophy 21, no. 2 (2016): 242–60. http://dx.doi.org/10.1080/13698230.2016.1196536.

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Joaddan K. "Role of Emotional Appeals in International Advertising Campaigns in Cameroon." International Journal of Marketing Strategies 6, no. 1 (2024): 1–11. http://dx.doi.org/10.47672/ijms.1831.

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Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the role of emotional appeals in international a

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Czarnecka, Barbara, and Emmanuel Mogaji. "How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers." International Journal of Bank Marketing 38, no. 3 (2020): 756–76. http://dx.doi.org/10.1108/ijbm-07-2019-0249.

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Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising. Design/methodology/approach Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions

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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 app

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Pinto, Mary Beth. "On the Nature and Properties of Appeals Used in Direct-to-Consumer Advertising of Prescription Drugs." Psychological Reports 86, no. 2 (2000): 597–607. http://dx.doi.org/10.2466/pr0.2000.86.2.597.

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The past decade has seen a steady rise in expenditures for direct-to-consumer pharmaceutical advertising. While total revenues across all media are approaching the $1 billion dollar mark, surprisingly little is known about the effectiveness of these types of advertisements, including the appropriateness of various forms of emotional and informational appeal. A content analysis of direct-to-consumer advertising in 24 popular magazines shows that these advertisements are found in every category of magazine, the advertisements employ a mix of informational and emotional appeals, all types of emot

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Aziezy, Enrico, Akbar Pahlevi, Andhi Johan Suzana, Dian Safitri P.K., Mayla Surveyandini, and Sodik Dwi Purnomo. "Why is Beauty Youtuber so Popular?" International Review of Management and Marketing 14, no. 5 (2024): 193–204. http://dx.doi.org/10.32479/irmm.16818.

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Due to social isolation and the inability to go outside during the COVID-19 pandemic, social media is vital. Social media influencers on YouTube are popular for brand promotion. However, more research is needed to understand the effectiveness of social media influencer marketing and message appeal campaigns. This study uses 800 YouTube videos observed directly to determine social media influencer marketing’s performance via customer engagement. According to the study, informational and emotional message appeals affect Instagram customer engagement differently, while sponsorship and expertise m

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Li, Shanshi. "Emotional Appeals in Tourism TV Commercials: A Psycho-Physiological Study." Journal of Hospitality & Tourism Research 43, no. 6 (2019): 783–806. http://dx.doi.org/10.1177/1096348019828440.

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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

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Yousef, Murooj, Timo Dietrich, and Geraldine Torrisi. "Positive, Negative or Both? Assessing Emotional Appeals Effectiveness in Anti-Drink Driving Advertisements." Social Marketing Quarterly 27, no. 3 (2021): 195–212. http://dx.doi.org/10.1177/15245004211025068.

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Background: The use of advertising to influence social behavior is one element of social marketing campaigns. While it is known that informational appeals are less effective in changing social perceptions and behaviors, the literature presents mixed and inconsistent results of which appeal (i.e. positive negative or both) is more effective in changing social behavior. The purpose of this study is to investigate the effectiveness of positive, negative and a combination of both appeals on young adults’ drink driving perceptions. Focus: This article is related to research and evaluation of the so

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Bülbül, Cenk, and Geeta Menon. "The Power of Emotional Appeals in Advertising." Journal of Advertising Research 50, no. 2 (2010): 169–80. http://dx.doi.org/10.2501/s0021849910091336.

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Zhuang, Ziqi (Nina). "Emotional Appeals in Commercials Affect Purchasing Behavior." International Journal of Interdisciplinary Studies in Communication 9, no. 3-4 (2015): 1–12. http://dx.doi.org/10.18848/2324-7320/cgp/v09i3-4/53609.

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Marmor-Lavie, G. "Measuring Emotional Appeals in Israeli Election Campaigns." International Journal of Public Opinion Research 18, no. 3 (2006): 318–39. http://dx.doi.org/10.1093/ijpor/edh108.

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Achmad, Asep Zulkifli, Handi Dipo Santosa, and Sheila Kurnia Putri. "Analyzing the Effectiveness of Emotional Appeals in Advertising: A Comparative Study of Different Age Groups." Jurnal Office 7, no. 2 (2021): 387. http://dx.doi.org/10.26858/jo.v7i2.45364.

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Emotional appeals have been widely used in advertising to influence consumer behavior. However, the effectiveness of emotional appeals can vary depending on the age group of the target audience. Understanding how emotional appeals work among different age groups is essential for marketers to design more effective advertising strategies. The objective of this study is to analyze the effectiveness of emotional appeals in advertising among different age groups in Indonesia. This study employed a comparative research design, using a sample of 400 respondents from three age groups (young adults, mi

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Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Volume V Issue I V, no. I (2020): 172–79. http://dx.doi.org/10.31703/gssr.2020(v-i).18.

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Advertising appeals play an important role in the effectiveness of advertising to attract or grasp consumer buying intention. This study is based on the differential effect of advertising appeals on consumers buying intentions. The results of the study show that advertising appeals have strong impact on consumers buying intention. All the hypothesis of the study was positive and significant. The results of this study are helpful in decision making for the corporate sector to develop and effectively use the ideas of advertising appeals for the promotion of a particular brand

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Orazayev, A. Zh, and V. Garkavenko. "The role of emotional appeals in advertising effectiveness." Bulletin of "Turan" University, no. 2 (June 29, 2025): 373–83. https://doi.org/10.46914/1562-2959-2025-1-2-373-383.

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This study conducts a bibliometric analysis of the academic literature on emotional appeals in advertising to identify key trends, thematic clusters, and the evolution of advertising effectiveness. The Scopus database was used for data collection, which provides access to a wide range of peer-reviewed publications in fields such as marketing, psychology, and social sciences. The analysis shows that interest in emotional appeals in advertising has significantly increased since the 1980s, especially after 2015, when digital platforms and new technologies had a significant impact on advertising m

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Choirunnisa, Zuyyinna, Tanti Hendriyana, and Sri Hartini. "Penggunaan emotional appeals pada niat berdonasi (guilt appeals vs sadness appeals): sudut pandang Theory of Planned Behavior." Jurnal Ekonomi Modernisasi 15, no. 2 (2019): 105–16. http://dx.doi.org/10.21067/jem.v15i2.3026.

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The objective of this study is to compare the use of emotional appeal (guilt appeals and sadness appeals) on donation advertisement on Rohingya social disasters against the intention of donating using the perspective of Planned Behavior Theory. The research method used in this research is quantitative research with experimental design with convenience sampling, that is, master sudent at Airlangga University. By using ANOVA test and multiple linear regression, this study answers the hypothesists. The results show that sadness appeals has greater impact than guilt appeal in the formation of subj

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Sharma, Amy. "A Comprehensive Study on the Impact of Emotional Appeals in Advertising." International Journal of Research Publication and Reviews 5, no. 11 (2024): 1255–61. http://dx.doi.org/10.55248/gengpi.5.1124.3204.

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Zhang, Ni, Stacy A. Drake, and Kele Ding. "Message Appeals on an Instagram Account Promoting Seat Belt Use That Attract Adolescents and Young Adults: Elaboration-Likelihood Perspective Study." JMIR Formative Research 4, no. 9 (2020): e16800. http://dx.doi.org/10.2196/16800.

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Background Adolescents and young adults demonstrate the highest rate of unrestrained motor vehicle fatalities, making the promotion of seat belt restraint a priority for public health practitioners. Because social media use among adolescents and young adults has proliferated in recent years, it is critical to explore how to use this tool to promote seat belt use among this population. Social media posts can contain various types of information within each post and this information can be communicated using different modalities. Objective In this study, based on the elaboration likelihood model

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Lee, Jung-Sook, and William R. Davie. "Audience Recall of AIDS PSAs Among U.S. and International College Students." Journalism & Mass Communication Quarterly 74, no. 1 (1997): 7–22. http://dx.doi.org/10.1177/107769909707400102.

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Results from an experimental study show that the audience recall of AIDS PSAs is related to message appeal types, cultural identity, and gender. PSA messages with strong emotional appeals are better remembered by college students than the rational appeal messages. The U.S. viewers recall more of the AIDS prevention messages than the international participants. Results also show that college women recall more AIDS PSA messages than college men in general, and emotional AIDS message appeals in particular. The pattern indicates an exact reversal of differences between two message-appeal types for

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Vrtana, David, and Anna Krizanova. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship." Sustainability 15, no. 18 (2023): 13337. http://dx.doi.org/10.3390/su151813337.

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Irrationality is a strong phenomenon in consumer behavior that significantly impacts final purchase decisions. Through holistic approaches, companies have become more oriented towards emotional experiences. This study investigates the emotional impact of Dove brand advertising appeals on the frequency and intensity of emotions experienced by Slovak consumers. A theoretical framework was created for the conceptual development of emotional appeals in advertising and their impact on irrational purchasing behavior. An online questionnaire was conducted using the scale of subjective emotional habit

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Kim, Hae Min, and Tai Wan Kim. "The Impact of Expression Type of E-commerce Platform Product Photos on Attitude Toward the Advertisement: focusing on Skincare and Makeup Cosmetics." Korea Institute of Design Research Society 9, no. 2 (2024): 552–62. http://dx.doi.org/10.46248/kidrs.2024.2.552.

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This study investigates the impact of expression methods in product images used on detailed pages in the cosmetics industry on e-commerce platforms, focusing on product type, function type, and appeal type, on advertising attitudes. The study employed a 2(product type: skincare vs. makeup) × 2(function type: still vs. motion) × 2(appeal type: rational vs. emotional) design, selecting representative products from Naver Shopping to create eight experimental stimuli. A survey was conducted with women aged 20 and older in South Korea from May 2 to 6, 2024, and a total of 44 completed questionnaire

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PRAKASH, SHAKTI. "Study of Appeals across the Product Categories Used in TV Advertisements: A Content Analysis Approach." International Journal of Business & Management 2, no. 3 (2014): 39. https://doi.org/10.5281/zenodo.14743415.

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<strong><em>Abstract:</em></strong> <em>Advertising is an important marketing tool that helps the business world to promote its products and services in the target </em><em>market. It not only provides information about the products and services available but also makes people aware of their </em><em>potential benefits, new launches, and also about various schemes offered by companies. Advertisers use various strategies to </em><em>persuade consumers and appeals are one of them. They try to persuade them either emotionally or rationally providing all </em><em>required information and helping c

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Kim, Hyo J., and Glen T. Cameron. "Emotions Matter in Crisis." Communication Research 38, no. 6 (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 i

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Noor, Zainab, Muhammad Imran Pasha, and Muhammad Shakeel Ahmad Siddiqui. "REVISITING THE DYNAMICS OF POLITICAL PERSUASION AND THE PSYCHOLOGY OF EMOTIONAL APPEALS IN PAKISTANI POLITICAL CAMPAIGNS." Pakistan Journal of Social Research 04, no. 03 (2022): 1048–57. http://dx.doi.org/10.52567/pjsr.v4i03.1284.

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Politico-psychological studies have revealed, Political campaigns have traditionally used for emotional appeals to engage with people. This study examines the efficacy, influence, and ethics of emotional appeals in Pakistani political campaigns. Through case studies and a literature analysis, this research examines politicians' emotional appeals, their effects on voters, and their ethical implications. The study included primary and secondary sources. The data shows that Pakistani political campaigns get benefit from emotional appeals. These appeals had symbolic, psychological, and collocative

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Casais, Beatriz, and Aline Costa Pereira. "The prevalence of emotional and rational tone in social advertising appeals." RAUSP Management Journal 56, no. 3 (2021): 282–94. http://dx.doi.org/10.1108/rausp-08-2020-0187.

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Purpose This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements. Design/methodology/approach The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads wer

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Rahman, Mohamammad Toufiqur, and Tanjina Pial. "Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media." International Journal of Financial Research 11, no. 1 (2019): 34. http://dx.doi.org/10.5430/ijfr.v11n1p34.

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Advertising appeals is a powerful process for companies to influence customers’ buying decisions. The primary aim of this research is to figure out that every customer has the same impact on all advertising appeal or not and what sort of promotional appeal can be more easily and efficiently applied to consumers. To get the answer, the information was gathered by organized questionnaires from 82 people randomly in various regions in Bangladesh, who frequently do online purchase through social media, between April and July 2019. The research shows that most of the customers are influenced by bot

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Mulani, Jamil, Snober Javed, and Sajal Kabiraj. "ADVERTISING EFFECTIVENESS OF TELEVISED MESSAGES USING APPEALS: A CASE-STUDY IN THE CHINESE CONTEXT." Jinnah Business Review 01, no. 02 (2013): 01–10. http://dx.doi.org/10.53369/kmts8902.

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Brand managers seeking for a loyal customer base need to build an emotional connection between the brand and consumers (Brady et al., 2004) particularly in a marketplace defined by heightened competition and commoditization. To the extent that advertising plays a key role in forging these bonds, there is a growing recognition that advertisers have an incomplete understanding of what it means when an emotional component is incorporated into their persuasive communication message. The present study tries to find out the preference of Chinese consumers for an emotional or rational appeal used in

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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 (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

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Zhang, Hongxia, Jin Sun, Fang Liu, and John G. Knight. "Be rational or be emotional: advertising appeals, service types and consumer responses." European Journal of Marketing 48, no. 11/12 (2014): 2105–26. http://dx.doi.org/10.1108/ejm-10-2012-0613.

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Purpose – This research aims to examine the use of emotional and rational advertising appeal regarding service options that differ in terms of their experience and credence properties and exploring the moderating role of individual difference in affect intensity on the consumers’ varying reliance on rational vs emotional appeals. Design/methodology/approach – Study 1 is a 2 (service type: restaurant vs dentist) × 2 (advertising appeal: emotional vs rational) between-subjects design. In total, 137 undergraduate students took part in this study. Study 2 is a 2 (service type: airline vs hospital)

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Huang, Ming-Hui. "Exploring a New Typology of Emotional Appeals: Basic, versus Social, Emotional Advertising." Journal of Current Issues & Research in Advertising 19, no. 2 (1997): 23–37. http://dx.doi.org/10.1080/10641734.1997.10524435.

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Jiang, Ling, Huihui Liu, and Nan Jiang. "The Effects of Emotion, Spokesperson Type, and Benefit Appeals on Persuasion in Health Advertisements: Evidence from Macao." Behavioral Sciences 13, no. 11 (2023): 917. http://dx.doi.org/10.3390/bs13110917.

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Enhancing public awareness for epidemic prevention is crucial for safeguarding public health. This experimental study investigated the effectiveness of a combined approach involving three persuasive elements in public health advertising. Specifically, the study examined the interplay between emotional appeals (fear messages versus efficacy messages) and spokesperson type on the public’s response to health announcements. The results demonstrated that fear messages were more persuasive when conveyed by real human spokespersons (versus animated spokespersons), whereas efficacy messages were more

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Behboudi, Mehdi, Hossein Vazifehdoust, Kobra Najafi, and Mina Najafi. "Using rational and emotional appeals in online advertisements for Muslim customers." Journal of Islamic Marketing 5, no. 1 (2014): 97–124. http://dx.doi.org/10.1108/jima-07-2012-0039.

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Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type

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Noble, Gary, Alan Pomering, and Lester W. Johnson. "Gender and message appeal: their influence in a pro-environmental social advertising context." Journal of Social Marketing 4, no. 1 (2014): 4–21. http://dx.doi.org/10.1108/jsocm-12-2012-0049.

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Purpose – In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper aims to discuss these issues. Design/methodology/approach – This study employed a between-subjects 2 (gender)×3 (message appeal) factorial design, administered through a commercial online consumer panel firm based in the USA, which included 444 respondents across three markets: Australia, the UK and the USA.

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Alsharif, Amerah Abdullah. "Impoliteness and Emotional Appeals in Academic Email Negotiations of Saudis and Australians." English Linguistics Research 12, no. 2 (2023): 1. http://dx.doi.org/10.5430/elr.v12n2p1.

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The study contributes to the growing body of literature on cross-cultural variations in persuasive appeals by examining email communication for academic proposal purposes. In contrast to previous studies that focused on letters or newspaper articles, this study offers a more nuanced analysis by exploring the use of impoliteness frameworks and persuasive appeals within a genre analysis. Specifically, the study compares email data written by twenty Australians and a hundred Saudis and examines gender and cultural differences in the use of emotional/affective appeals and (im)polite moves. The fin

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Agrawal, Richa, and Vinay Patangia. "Need for Cognition as Determinant of Response to Rational and Emotional Ad Appeals." Management and Labour Studies 30, no. 2 (2005): 139–49. http://dx.doi.org/10.1177/0258042x0503000202.

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Advertising communications are one way, they are also impersonal and receivers are not obliged to listen or even pretend to as they would in a personal exchange. They are free to ignore the message, remember it, or forget it as they please. This makes it imperative for advertisers to create messages that will intrude on the consumers' perceptual defences. Advertising hence, by necessity, must use powerful emotional and rational ad appeals to be noticed. While rational appeals would go down well with the left brainers (high on cognition), emotional appeals would be well received by the right br

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Boudewyns, Vanessa, Monique M. Turner, and Ryan S. Paquin. "Shame-Free Guilt Appeals: Testing the Emotional and Cognitive Effects of Shame and Guilt Appeals." Psychology & Marketing 30, no. 9 (2013): 811–25. http://dx.doi.org/10.1002/mar.20647.

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Khanna, Priyaka. "A Content Analysis of Emotional and Rational Appeals in Selected Products Advertising." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 4, no. 3 (2016): 568. http://dx.doi.org/10.21013/jmss.v4.n3.p7.

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<div><p><em>A content analysis of 200 television commercials was conducted in order to identify the frequency of emotional and rational appeals under important product categories. The study also investigated the most preferred appeals by rural and urban children of Punjab.480 respondents in the age group 8-14 years were selected for the study. Age and gender differences with respect to preferences in regard to appeals were also analyzed. The study indicated that all number of appeals present in food and beverages were large and the least were present in the case of toys and g

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Egres, Dorottya. "The Relevance of Moral Emotional Appeals in Environmental Political Debates." Informal Logic 45, no. 1 (2025): 138–67. https://doi.org/10.22329/il.v45i1.7770.

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Abstract: This paper examines the relevance of moral emotional appeals in the mixed dialogue type of public debates between politicians about environmentalism, relying on the concepts of goals and emotional appeals from the informal logical tradition. This paper argues that if argumentative moves are evaluated according to the action-producing dialogue type’s collective goal which could be pressing for action on environmentalism, and politicians take on the role of emotional entrepreneurs, then moral emotional appeals by politicians could evoke moral emotions in the audience, thus encouraging

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