The prevalence of emotional and rational tone in social advertising appeals

The prevalence of emotional and rational tone in social advertising appeals

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/methodol...

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Bibliographic Details
Main Authors: Beatriz Casais, Aline Costa Pereira
Format: Article
Language:English
Published: Emerald Publishing 2021-08-01
Series:RAUSP Management Journal
Subjects:
emotional appeals
rational appeals
appeals tone
informational appeals
social advertisement
social marketing appeals
Online Access:https://www.emerald.com/insight/content/doi/10.1108/RAUSP-08-2020-0187/full/pdf?title=the-prevalence-of-emotional-and-rational-tone-in-social-advertising-appeals

Internet

https://www.emerald.com/insight/content/doi/10.1108/RAUSP-08-2020-0187/full/pdf?title=the-prevalence-of-emotional-and-rational-tone-in-social-advertising-appeals

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