"In Auseinandersetzung mit den in der Literatur vertretenen Thesen zur nationalsozialistischen 'Propaganda' übt der Beitrag Kritik an bisherigen Definitionsversuchen und dem ihnen zugrundeliegenden linearen Sender-Empfänger-Modell. Um dem Definitionsdilemma zu entkommen, aber dennoch an einer ethischen Beurteilung festzuhalten, wird für den sozialpolitischen Bereich die Ablöse des Begriffs 'Propaganda' durch 'social advertising' vorgeschlagen. (Dieser Ansatz korrespondiert auch mit modernen kommunikationstheoretischen Modellen.) Anhand einiger Beispiele aus den Werbeaktivitäten der Deutschen Arbeitsfront (DAF) aus den Jahren 1933-1939 wird demonstriert, daß erst dadurch zu einer Kritik der vermittelten Inhalte (als Beitrag zum sozialen Wandel) vorgedrungen werden kann." (Autorenreferat)
The article is devoted to the study of stylistic figures employed to increase the effectiveness of social advertising. The purpose was to describe the figures of speech that are most often used when developing the argumentation of messages. The material was collected from various media banks on the Internet by a continuous sampling method. We have analyzed environmental social advertising posters, more than 4,000 units in total. Stylistic figures are traditionally classified into the figures of addition, omission, transposition, and comparison. The figures of addition in social advertising are represented by various forms of repetitions; the most actively used is anaphora, which helps the author of the text to emphasize the main idea of the message. The figures of addition clarify what has been said, they are a noticeable means of enhancing the expression of the text. Omission figures are much more common. This group includes ellipsis (the most frequent of all the described figures), asyndeton, aposiopesis. The main function of transposition figures is to facilitate assimilation of the thesis of the message: they are mainly employed to place logical accents, required for understanding the thesis of the message. They are divided into symmetrical (chiasm, inversion, parallelism) and asymmetric (parcellation, paronomasia). Comparison figures constitute more than a third of the total number of the figures found, which shows their high popularity on social advertising posters. They are represented in social advertising by identity (periphrasis), contrast (antithesis), alogism (amphiboly), and gradation. This group includes antithesis, which is considered the most frequent and important figure for social advertising since basic alternatives of groups, clusters, rubrics are based on antithesis. The special argumentative value of this figure is that antithesis makes it possible to double the declared attribute, by not only approving the correct behavior model but also simultaneously condemning the wrong one. That is why almost all forms of the antithesis construction are presented in social advertising: alloyosis, acrothesis, paradiastole, etc.
Abstract 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.
The main aim of the research is to estimate the efficiency of psychological influence mechanisms in social advertising. Numerous psychological, sociological, culturological studies, devoted to this issue, do not answer the question which mechanisms will be efficient and will lead to the expected reaction of a recipient. The correlation between the psychological influence methods and the goals set by the creators is especially important for social advertising, because its efficiency can't be measured by economic indicators as it occurs in commercial advertising. In addition, it should be remembered that for guaranteeing of efficiency in this kind of advertising one need to take into account such special features of a recipient as their beliefs and sets. The study concentrates on the comparison of psychological influence mechanisms, used in World Wildlife Fund (WWF) social advertising. Its creators use a great number of methods. But as practice shows us by no means all of them lead to the planned results. The study justifies, that the efficiency of advertising influence should be estimated by such indicators as the willingness of a recipient to take part in WWF programs (conative component) and their emotional response (affective component). Consequently, it has been established that the behaviour of a recipient does not depend on a chosen creative strategy's type, which is used by the creators. The willingness of a recipient to take part in the programs, advertised by WWF, is estimated by the content of their social and psychological sets (attitudes). The displayed results prove that one need to refuse a cruel and shocking way of advertising, which causes people's negative emotions. It is corroborated by experiments that social advertising which defends wild nature can be efficient on condition that it gives a recipient an opportunity to actualize their own social and psychological sets. Key words: affective component, commercial advertising, conative component, psychological influence mechanisms, social advertising.
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.
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.
