Advertising with Social Dimensions and Emotional Appeals: Content Analysis on the Case of the United States

By Mesude Canan Ozturk and Rasime Ayhan Yilmaz.

Published by The Humanities Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The purpose of this study is to reveal the creative contents used in social advertisements in the United States. In scope, this study covers printed social advertisements from the United States website of the Ad Council, in order to compare their emotional appeals with those found in Turkish social ads, which were investigated in previous research. The advertisements chosen were investigated by such criteria as execution strategy, types of execution, message tone, choice of words, formats, information about communication, and advertising appeals.

Keywords: Social Advertising, Advertising Appeals, Execution Strategy, Emotional Appeals

International Journal of the Humanities, Volume 9, Issue 7, pp.297-316. Article: Print (Spiral Bound). Article: Electronic (PDF File; 844.286KB).

Assoc. Prof. Dr. Mesude Canan Ozturk

Assistant Professor, Public Relations and Advertising, Anadolu University, Eskisehir, Turkey

Dr. Mesude Canan Ozturk graduated from the Faculty of Communication Sciences, Department of Radio-Television, Ankara University. She received her M.A degree from the Department of Communication Sciences, Graduate School of Social Sciences, Anadolu University, and she received her Ph.D. degree from the Graduate School of Social Sciences, Public Relations and Advertising, Ankara University. She lectures on social campaigns, public relations, public relations and the Internet, and international advertising.

Assoc. Prof. Dr. Rasime Ayhan Yilmaz

Deputy Head, PR&Advertising, Anadolu University, Eskisehir, Turkey

Dr. R. Ayhan Yılmaz was graduated from Anadolu University. She received her M.A. from Anadolu University with a thesis “Communication Campaigns for Increasing Voter Behavior in The Elections. Her PhD thesis is, Communication Effects of Emotional Advertising Appeals.” She has been working as an Assistant Prof. in Communication Sciences. She has various articles about customer relations management, corporate reputation management, women’s portrayal on TV commercials, and using celebrities in TV advertising. She is also author of chapters in Public Relations Case Studies and Public Relations Writing.

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