情感和理性语气在社会广告诉求中的普遍性

IF 1.3 Q3 BUSINESS
Beatriz Casais, Aline Costa Silva Pereira
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引用次数: 10

摘要

目的分析社会广告活动中情感诉求和理性诉求的普遍性。有研究表明这些呼吁语气在社交营销中的有效性,但没有证据表明它们在社交广告中的普遍使用。设计/方法/方法作者对40个宣传社会原因态度和行为的社交广告进行了内容分析。选定的广告采用视频格式,摘自葡萄牙政府和非政府组织的YouTube频道。这些广告是根据每种诉求的特点进行编码的,分为情感、理性或两者兼而有之。发现作者将25个社交广告归类为理性诉求,8个归类为情感诉求,7个归类为两者的混合诉求。研究结果表明,社交营销人员更倾向于在社交广告活动中使用理性语气。原创性/价值这项研究表明,考虑到在理论建议情感诉求具有更高有效性的情况下,理性诉求的普遍性更高,社会营销的理论和实践之间存在着脱节。考虑到之前的一项研究,这一证据令人惊讶,该研究证明,与商业广告相比,与社会原因相关的广告中情感诉求的使用率更高。本文关注的是实践如何扰乱理论,并探讨了这种现象的可能原因。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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/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 were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both. Findings The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns. Originality/value This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.
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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
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