Abstract
This article investigated the incidence of rational and emotional arguments in messages from 5.536 advertisements of six women's magazines in Brazil (Claudia, Nova, Estilo, Marie Claire, Elle and Gloss), published between May / 2008 and August / 2009. The methodology was based on an exploratory study, supported on a scale of 14 items, by Resnik and Stern (1977), which recommend matching appeals to attitude toward the product, that is, use informative advertising, based on rational appeals for products in which the consumer attitude is predominantly cognitive. To assess the emotional content, we used the scale of eight items of Plutchik (1980), represented by the primary emotions - Anger, Fear, Sadness, Disgust, Surprise, Curiosity, Acceptance and Joy. Data analysis included the frequency of the two appeals in the general category (durables, non-durables and services), product, and correspondence analyzes were used to identify the prevalence of two types of arguments in selected magazines. The results show the concentration of ads on non-durable goods, followed by the category of services, that overcomes the advertisings on durables. The study also analyzes the incidence of emotional and rational arguments by product category and by magazine.
Highlights
A s markets are increasingly fragmented, marketing professionals are seeking new alternatives to identify the best segments and communicate effectively through them
What would be the trends, by product category, of the assumption of rational and emotional content, in advertising messages aimed at the female audience?
The advertising strategy is a set of decisions that translate into actions and help to achieve the goals set by advertisers on planned actions of marketing campaigns
Summary
A s markets are increasingly fragmented, marketing professionals are seeking new alternatives to identify the best segments and communicate effectively through them. 2.2 EMOTIONAL APPEALS AS STRATEGY IN ADVERTISING Research in the areas of marketing have sought to understand the emotional aspects involving consumers in relation to consumption of products or services, as well as studying, generally, the influence of these features in the formation of consumer behaviour. They emphasize that, marketers are increasingly making use of emotional appeals in advertising, trying to establish a relationship of feeling, as they convey a sense of consumer satisfaction In the studies of Plutchik (2003), the author shows the deep studies of the theory of emotions proposed in 1980, a major review in the evolution of understanding of emotions
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