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PurposeThis 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/approachThe 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.FindingsThe 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/valueThis 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.

This study examines the impact of emotional, moral, and rational appeals on the intention to purchase real estate in Sri Lanka.The findings suggest that all three advertising appeals significantly correlate to buying real estate during the crisis period. Of all these appeals, the rational appeal exhibits the most robust correlation with the intent to purchase. In total, 288 usable questionnaires formed the data basis of the research. Data is gathered through a designed survey questionnaire targeting individuals between the ages of 18 and 34 who reside in the Western Province. In terms of methodology, employ a structural equation model (S.E.M.) and other descriptive statistics methods like mean, pie chart, and bar chart using RStudio and Excell tools. Empirically suggested that education level can impact consumers' purchase intention, a notion with that it is not confirmed that education level has a moderating impact on the relationship between advertising appeal and customer buying intention in the real estate industry, based on the Sri Lankan context.

Purpose This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals. Design/methodology/approach Four experiments were conducted that examined how religiosity affected consumers’ responses (attitude toward the product, purchase intentions and brand trust) to rational versus emotional ad appeals, and how perceived fit between the ad appeal type and consumers’ information processing style mediated the effects. Findings The results show that consumers low in religiosity respond more favorably to rational (vs emotional) appeals because of these types of appeals being more congruent with their rational information processing style. In addition, there is no difference in consumer responses toward rational and emotional appeals for individuals high in religiosity. Research limitations/implications In this research, the authors only used surveys and measured behavioral intentions rather than actual behaviors. Thus, future research should measure actual behaviors in the field to enhance the external validity of the observed effects. In addition, this research samples one primary culture that is more representative of Judeo-Christian religious beliefs. Therefore, future research should sample from other cultures and religious groups. Practical implications The results suggest that marketers should use rational rather than emotional appeals in their marketing communications to low religiosity consumers (identifiable through such means as demographic data for geographic regions or self-identified classifications on social media). Marketers can also prime low religiosity in their messages (e.g. using words such as “evolution”) and, when doing so, should couple that prime with a rational (vs emotional) appeal. Originality/value This research is novel in that it is the first, to the best of the authors’ knowledge, to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Introduction: The aim of this study is to reveal how advertising messages were constructed in Turkish magazines, in addition to revealing the state of Turkish magazines in the span of seven years. Methodology: A content analysis has been conducted to reveal the usage levels of information cues and emotional appeals on 876 advertisements published in Turkish magazines in February 2018, 2021, and 2024. Results: Magazines carry a lower number of ads compared to 2018, with some exceptions. Information cues are present in all ads, while emotional appeals are found in 35,3%. There is a statistically significant difference in Price/Value, Quality, Availability, Independent Research, Company Research and New Ideas cues and humor appeal across the years. The most used emotional appeal is the warmth appeal (23,9%), and it is followed by nostalgia (5,8%), eroticism (5,3%), humor (2,5%) and fear (1,9%). Discussion and conclusions: Print magazines are facing challenges in an increasingly digital environment. In addition, the effects of the pandemic are evident in the advertisements published in 2021, according to our findings. However, not all magazines are the same. Some of the magazines have a higher ad-to-total page number ratio compared to 2018. Another factor affecting magazine advertising and advertisers in general is the economic challenges. These are reflected in the use of cues and appeals. Among the emotional appeals, warmth may be relatively low-risk compared to the rest, and this may explain their lower percentages. Introducción: El objetivo de este estudio es revelar cómo se construyeron los mensajes publicitarios en las revistas turcas, además de revelar el estado de las revistas turcas en el lapso de siete años. Metodología: Se realizó un análisis de contenido para revelar los niveles de uso de señales informativas y apelaciones emocionales en 876 anuncios publicados en revistas turcas en febrero de 2018, 2021 y 2024. Resultados: Las revistas tienen un menor número de anuncios en comparación con 2018, con algunas excepciones. Las señales informativas están presentes en todos los anuncios, mientras que las apelaciones emocionales se encuentran en el 35,3%. Existe una diferencia estadísticamente significativa en las señales de Precio/Valor, Calidad, Disponibilidad, Investigación Independiente, Investigación de la Empresa y Nuevas Ideas y el atractivo del humor a lo largo de los años. El atractivo emocional más utilizado es el atractivo de la calidez (23,9%), seguido de la nostalgia (5,8%), el erotismo (5,3%), el humor (2,5%) y el miedo (1,9%). Discusión y conclusiones: Las revistas impresas se enfrentan a retos en un entorno cada vez más digital. Además, los efectos de la pandemia son evidentes en los anuncios publicados en 2021, según nuestros hallazgos. Sin embargo, no todas las revistas son iguales. Algunas de las revistas tienen una mayor relación entre anuncios y páginas totales en comparación con 2018. Otro factor que afecta a la publicidad en revistas y a los anunciantes en general son los desafíos económicos. Estos se reflejan en el uso de señales y apelaciones. Entre las apelaciones emocionales, la calidez puede tener un riesgo relativamente bajo en comparación con el resto, y esto puede explicar sus porcentajes más bajos.

This article evaluates the substantive consequences of judicial diversity on the U.S. Courts of Appeals. Due to the small percentage of racial minorities on the federal bench, the key question in evaluating these consequences is not whether minority judges vote differently from nonminority judges, but whether their presence on appellate courts influences their colleagues and affects case outcomes. Using matching methods, I show that black judges are significantly more likely than nonblack judges to support affirmative action programs. This individual-level difference translates into a substantial causal effect of adding a black judge to an otherwise all-nonblack panel. Randomly assigning a black counterjudge—a black judge sitting with two nonblack judges—to a three-judge panel of the Courts of Appeals nearly ensures that the panel will vote in favor of an affirmative action program. These results have important implications for assessing the relationship between diversity and representation on federal courts.

Although both top-dog and underdog positioning appeals are widely used in marketing and advertising, little is known about which strategy is more effective in persuading consumers. By introducing a sense of power, a social variable that is inherently relevant to the nature of the top-dog versus underdog classification, we propose that consumers’ responses to these two appeals are influenced by their psychological experience of power. Specifically, low-power consumers will respond to top-dog appeals more favorably because associating with top dogs facilitates power restoration. In contrast, high-power consumers will respond to underdog appeals more favorably because supporting underdogs facilitates power expression. In four experimental studies, we provide consistent support for our main predictions as well as the underlying processes. Studies 1 and 2 demonstrate the differential effect of consumers’ power states on their attitudes toward top-dog versus underdog appeals. Providing process evidence, Studies 3 and 4 identify boundary conditions under which the basic effect was eliminated. These findings contribute to the persuasion literature and power research and provide important implications for positioning strategy and advertisement development.