Types Of Appeals Research Articles

Collective Narcissism, Anti-Globalism, Brexit, Trump, and the Chinese Juggernaut

Brexit and the election of Trump both relied on a particular type of nationalistic appeal to collective narcissism — an exaggerated emotional belief that the nation’s greatness is being undermined by other nations and other people. This tendency is catered to by appeals to make the nation great again by shutting borders and embracing isolationism while scapegoating refugees and immigrants. The rise of jingoistic leaders like Trump, Putin, and Erdogan can be explained by such appeals. But China, which has long suffered feelings of national humiliation is reacting in quite different ways that embrace globalism, even while rejecting multiculturalism. This paper seeks to tie these developments together as well as show how collective narcissism and a particular strain of individual narcissism among leaders can feed into one another as well as fuel leaders’ heightened feelings of privilege and entitlement leading to conspicuous consumption and bullying.

English

Companies use various appeals in their advertising practice to impact consumers’ attitudes and purchase intention by an advertisement. Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rational or the emotional motives of the consumer to purchase of the advertised product. Since there is no general pattern for the use of appeals and the success of an advertising message, this study aims to explore the impact of the emotional and rational advertising appeals on the purchase intention. The results of the empirical research, conducted using the focus groups method, are shown in this paper and the focus group participants were members of the student population.The research results indicate that different advertising appeals may have a different impact on the consumer’s purchase intention; in case of women, the emotional appeal has a stronger impact while for men it is the rational appeal, while “fear appeal” proved to be effective to a certain point, after which it causes selective perception and rejection. This implies that depending on the product, its purpose and target group, advertisers can choose the type of appeal, combination of the appeals and their creative presentation, based on the empirical confirmation of the efficiency the approach.

Reprint of “Persuasive appeals in road safety communication campaigns: Theoretical frameworks and practical implications from the analysis of a decade of road safety campaign materials”

Communication campaigns are employed as an important tool to promote road safety practices. Researchers maintain road safety communication campaigns are more effective when their persuasive appeals, which are central to their communicative strategy, are based on explicit theoretical frameworks. This study's main objectives were to develop a detailed categorization of persuasive appeals used in road safety communication campaigns that differentiate between appeals that appear to be similar but differ conceptually, and to indicate the advantages, limitations and ethical issues associated with each type, drawing on behavior change theories. Materials from over 300 campaigns were obtained from 41 countries, mainly using road safety organizations’ websites. Drawing on the literature, five types of main approaches were identified, and the analysis yielded a more detailed categorizations of appeals within these general categories. The analysis points to advantages, limitations, ethical issues and challenges in using different types of appeals. The discussion summarizes challenges in designing persuasive-appeals for road safety communication campaigns.

An FDA Analysis of Formal Dispute Resolution in the Center for Drug Evaluation and Research: 2003 Through 2014.

Scientific and/or medical disputes will inevitably arise with regard to the US Food and Drug Administration's (FDA's) decision making related to drug development, new drug review, generic drug review, and postmarketing oversight. As these disputes can involve complex judgments and issues that are scientifically and commercially important, it is critical that FDA have procedures for effective and efficient resolution. FDA regulations allow a sponsor to obtain a review of an FDA decision by submitting a request for formal dispute resolution (an appeal). FDA's Center for Drug Evaluation and Research (CDER) received 137 appeal issues for fiscal years 2003 through 2014. However, sponsors can appeal the same issue multiple times, and each is considered a unique appeal; CDER received and analyzed 173 of these unique appeals. Of these 173 unique appeals, CDER accepted 140 (81%) for review and refused to accept for review 25 (14%). Eight (5%) were withdrawn by the sponsor prior to CDER making a decision whether to accept the appeal for review. Of the 140 unique appeals accepted and reviewed, CDER granted 23 (16%) appeals and denied 117 (84%). The analysis also examines an array of aspects of the process, such as (1) reasons why CDER rejected appeals, (2) reasons why sponsors submitted appeals, (3) the types of appeals that sponsors submitted, (4) the characteristics of the sponsors that submitted appeals (eg, size, past regulatory experience, legal representation), and (5) CDER's performance in meeting user fee goals associated with dispute resolution.

A Study on the Effects of Bottled Water Advertising Appeal Types on the Consumer Emotional reaction, Attitude toward Advertising and Purchase Intention

A Study on the Effects of Bottled Water Advertising Appeal Types on the Consumer Emotional reaction, Attitude toward Advertising and Purchase Intention

Role of Message Appeal and Regulatory Focus in the Effects of Visual Perspective on Reactions toward Advertisements

Objectives: This research is designed to extend our understanding of the effects of visual perspective on advertising by incorporating verbal element in an ad and consumer characteristic. Methods/Statistical Analysis: Visual perspective, message appeal, and regulatory focus were employed as independent variables. As an experimental material four black and white print ads which were differed in visual perspective of images in an ad (first-person, third-person) x message appeal (private use, public use) were created. Regulatory focus was manipulated by making participants complete life survey. Findings: Extant research has suggested that visual perspective plays a prominent role in consumer persuasion. However, not much research efforts have been given to the role of the perspective of visual image in an advertising context. Firstly, this research demonstrates that perspective of visual image interacts with message appeal. Results showed that when visual image in ad was shown from the third-person (vs. first-person) perspective, the verbal message appeal of public use (vs. private use) revealed more favorable attitudes toward ad and product evaluations. Further, it was found that the participants’ regulatory orientation significantly moderated the interaction effects of visual perspective and message appeal. Hence, the interaction effects of third-person (vs. first-person) perspective and message appeal of public use (vs. private use) were eliminated when the participants’ regulatory focus was promotion-focus (vs. prevention-focus). Improvements/Applications: Practitioners should be cautious when determining the camera angles of ad images and consider the type of message appeal of an ad and the target audiences’ regulatory focus.

Cultural variation in antismoking video ads between the United States, Taiwan, and China.

Antitobacco advertisement components, including types of messages and advertising appeals, have not been evaluated among multinational groups. This study identified and compared the content of antismoking video ads across three countries. We reviewed 86 antismoking video advertisements for the following information: severity of the consequences of smoking, types of risks, appeals to audiences' self-efficacy, benefits of not smoking, targeted social-ecological level and types of message appeal used. Two researchers independently coded each advertisement with an average inter-coder reliability of 0.79.Analyses showed a variety of focuses: smoking-related health risks (86%), severe consequences of smoking (54.7%), self-efficacy beliefs (40.7%) and benefits of not smoking (84.9%). Compared to the United States and Taiwanese ads, Chinese ads were more likely to target at the community level (10% versus 23.3% versus 47.2%). Additionally, 55% of the United States ads used the fear approach, whereas 61.1% of Chinese ads used the social approach. Taiwanese ads were evenly distributed among both approaches. In conclusion, the countries used different targeting strategies and approaches during message delivery. Although China's neighboring country, Taiwan, has many similar cultural aspects, including the same language, they are greatly influenced by US antitobacco campaigns. As a result, Taiwan's tobacco campaigns appear to have similar components to both China and the United States. Further research is warranted to understand the reasons for each method and to examine the effectiveness of the ads in reducing smoking rates.

A Study on Differences in Attitudes and Memory Effects according to the Regulatory Focus Tendencies of Facebook Users and the Types of Message Appeals

Background/Objectives: This study aims to empirically determine differences in memory effects according to the individual tendencies of Facebook business page users with regard to regulatory focus (promotion/prevention) and types of Facebook message (rational/emotional appeal). Methods/Statistical Analysis: To test the aforementioned hypotheses, this study used a 2 X 2 between-subjects factorial design. The two factors are the self-regulatory focus (promotion/ prevention focus) of subjects, and (2) the types of message appeals (rational/emotional). Thus, this experiment used a 2 X 2 between-subjects factorial design according to the self-regulatory focus (promotion vs. prevention focus) of subjects and the types of message appeals (rational/emotional), and conducted the analysis using Two-Way MANOVA. It is considered more valid to conduct MANOVA than repeating ANOVA for each dependent variable since it is grounded on relationships among dependent variables. Findings: First, emotional messages generated greater brand attitudes and memory effects among promotion-focused Facebook users. Second, prevention-focused Facebook users showed relatively high brand attitudes, with no difference between rational and emotional appeals. However, the memory effect was greater for emotional messages. Third, promotion-focused Facebook users tended to remember evaluation-focused information more than attribute-focused information. Fourth, unlike promotion-focused users, prevention-focused Facebook users tended to remember attribute-focused information more than evaluation-focused information. These users engage in systematic or cognitive information processing. Since prevention-focused users protect themselves from negative consequences such as risk or loss and try to increase their safety, they are extremely careful in their decision-making process. This motivates them to closely examine the attributes of the experimental product and remember the functions and features to be used in decision making. Application/Improvements: Since such users perceive their surroundings positively and place a greater emphasis on the benefits or achievements that can be obtained from products, they prefer emotional aspects in processing information on advertising models or other elements related to products

Quantitative evaluation of persuasive appeals using comparative meta-analysis

ABSTRACTMessage appeals are a key component of communication campaigns and an important source of campaign influence. However, research on them is heavily fragmented and it is difficult to generalize findings from the many diverse field studies. Based on a large and unique data set using quantitative and qualitative meta-analyses, this research provides measures of the relative impact of each type of appeal, as well as the major differences among them, and identifies the moderating variables that lead to a better understanding of each. This investigation is based on persuasion research, which provides a framework for understanding the unique characteristics of these advertising appeals. It highlights empirical gaps in the academic literature and acts as a conceptual guide for our research hypotheses. Results reveal weaker effect sizes than those previously reported in the literature and show important differences among appeals that lead to a “hierarchy of appeals.” Specifically, emotional appeals, led by sex and humor, appear to be more effective than fear and rational appeals. The study finds new theoretical and empirical generalizations; some results are counterintuitive and differ from findings generated from single appeal studies. Findings are of theoretical and practical importance.

Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences

SummaryWe investigated the impact of the type of emotional appeal (ego‐focused vs. other‐focused) used in recruiting advertisements on applicant attraction to firms through two experimental studies across three countries (the United States, China, and Singapore). In Study 1, we made a traditional cultural comparison between the United States and China, whose dominant cultural values are characterized by individualism and collectivism, respectively. We found applicants in the United States were more strongly attracted to firms whose recruiting advertisements were based on an ego‐focused emotional appeal, while applicants in China were more attracted to firms that used ads with an other‐focused emotional appeal. Study 2 was conducted in bicultural Singapore. We primed bicultural applicants to be either the individualistic or collectivistic aspect of their cultural heritage. Applicants with individualist priming were attracted to recruiting advertisements with an ego‐focused emotional appeal, whereas applicants with collectivist priming were attracted to advertisements with an other‐focused emotional appeal. In addition, both studies revealed that a job applicant's regulatory focus (promotion vs. prevention) mediated the influence of national culture on the relationship between type of emotional appeal and applicant attraction to firms. Practical implications and suggestions for future research also are discussed. Copyright © 2016 John Wiley & Sons, Ltd.

Impact of Reciprocal/Empathic Appeal Type and Altruistic Personality on Attitudes and Behavioral Intention to the Message for Helping the Disabled

Impact of Reciprocal/Empathic Appeal Type and Altruistic Personality on Attitudes and Behavioral Intention to the Message for Helping the Disabled

The Role of Beneficiaries’ Group Identity in Determining Successful Appeal Strategies for Charitable Giving

ABSTRACTWhat types of message appeals in charity advertisements are most likely to convince people to donate? Using university rivalry (Studies 1 and 2), nationality (Study 3), and freely chosen groups (Study 4), this research proposes that the beneficiaries’ group identity moderates the relative effectiveness of three benefit foci of message appeals in charity advertisements. The results indicate that other‐benefit appeals produce greater donation intentions than external self‐benefit appeals for in‐group beneficiaries, whereas external self‐benefit appeals produce greater donation intentions than other‐benefit appeals for rival (Studies 1–3), dissociative (Study 4), and neutral (Study 4) out‐group beneficiaries. Emotional‐benefit appeals are more effective than external self‐benefit appeals for in‐group beneficiaries, and are more effective than other‐benefit appeals for neutral out‐group beneficiaries, whereas they are less effective than external self‐benefit appeals for dissociative out‐group beneficiaries (Study 4). Empathy and belief in personal benefits mediate the interaction effect of benefit focus and beneficiary group on donation intentions (Studies 3 and 4). Theoretical and managerial implications of the current findings are discussed.

German Law of Administrative Court Procedure: an Overview

The authors take the all new Code of Administrative Court Procedure (2015) of the Russian Federation as an occasion to provide a brief overview of the legal situation in Germany. From what the authors learned, both corresponding statutes represent a truly different approach in some areas while they notably concur in others. First, the article presents the general procedural requirements that every action must meet. Consequently, the authors illustrate the major types of action under German law, including the action for rescission and enforcement of administrative acts, the action for rescission of normative acts of the administration, the action for performance or injunction and the action for a declaratory judgment. Every action is accompanied by corresponding summary proceedings that cover urgent situations in what the law thinks of as the most appropriate way. Moreover, German law of administrative court procedure provides for different types of appeals, depending on the nature of the impugned decision. The main purpose of this article is to initiate a mutual discussion on the topic that may improve both sides’ understanding of the subject matter.

Claiming centrality as promotion in applied linguistics research article introductions

This study explores how promotion is realized in applied linguistics (AL) research article introductions (RAIs). We focus on one promotional strategy, claiming centrality, and examine what appeals and linguistic devices applied linguists (ALs) employ and how they deploy them in RAIs to achieve positive evaluation of the significance of the topic or the research area. Fifty-one RAIs from three top-tier journals in AL were selected for a corpus-based study. Qualitative analyses of the texts revealed four major types of appeals, that is, appeals to salience, magnitude, topicality, and problematicity of the topic in either the research world or the real world, which ALs made in varied ways. Linguistic devices realizing these appeals were also analyzed with the tool of appraisal. Quantitative analyses further unveiled ALs' frequent use of appeals, their reliance on indirect over direct approaches to promotion, and their preferred patterns in appeal deployment. The pervasion of promotional elements is interpreted as indicative of academic marketization and as discipline-specific, and the indirect way of promotion is viewed as indicating a compromise between the need for promotion and the need to maintain objectivity.

Persuasive appeals in road safety communication campaigns: Theoretical frameworks and practical implications from the analysis of a decade of road safety campaign materials

Communication campaigns are employed as an important tool to promote road safety practices. Researchers maintain road safety communication campaigns are more effective when their persuasive appeals, which are central to their communicative strategy, are based on explicit theoretical frameworks. This study's main objectives were to develop a detailed categorization of persuasive appeals used in road safety communication campaigns that differentiate between appeals that appear to be similar but differ conceptually, and to indicate the advantages, limitations and ethical issues associated with each type, drawing on behavior change theories. Materials from over 300 campaigns were obtained from 41 countries, mainly using road safety organizations’ websites. Drawing on the literature, five types of main approaches were identified, and the analysis yielded a more detailed categorizations of appeals within these general categories. The analysis points to advantages, limitations, ethical issues and challenges in using different types of appeals. The discussion summarizes challenges in designing persuasive-appeals for road safety communication campaigns.

The Scientization and Academization of Jainism

This article introduces the terms scientization and academization and applies them to Jainism. Scientization denotes processes by which proponents of a religion appeal to modern science, and I distinguish between four types of appeals. Academization points to processes by which proponents of a religion establish institutions and practices modeled on mainstream academia, actively use markers of such institutions, create ties with mainstream academic institutions and their scholars, and invite academic appraisals of their religion. Scientization and academization thus provide resources to explore, reformulate, and express one's religion. Tracing these developments back to the colonial era, I argue that the scientization and academization of Jainism entail changes in doctrines, religious life, and historical self-understanding. While some advocates of scientization and academization challenge traditional authorities, appeals to science and academia are also used to defend traditional views where the authority of science is paradoxically challenged by references to science or academia.

A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types

A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types

Differing types of medical prevention appeal to different individuals.

We analyze participation in medical prevention with an expected utility model that is sufficiently rich to capture diverging features of different prevention procedures. The predictions of the model are not rejected with data from SHARE. A decrease in individual health decreases participation in breast cancer screening and dental prevention and increases participation in influenza vaccination, cholesterol screening, blood pressure screening, and blood sugar screening. Positive income effects are most pronounced for dental prevention. Increased mortality risk is an important predictor in the model for breast cancer screening, but not for the other procedures. Targeted screening and vaccination programs increase participation.

The Level of Interactivity of Smart Signage and the Effects Depening on the Type of Creative Appeal

The objective of this study was to empirically analyze the effect of advertising appeal types (rational vs. emotional) and interactivity level (low vs. medium vs. high) of smart signage on the consumers’ attitude toward advertising and word-ofmouth. As a result of the study, first, it was found that medium interactivity level of smart signage had a more positive impact on attitude toward advertising and word-of-mouth than extremely high- or low-interactivity signage. Additionally, when the interactivity level was medium, informative advertising was found to have a more positive impact on advertisement attitude and word-of-mouth than emotional advertising. Second, when the interactivity level of smart signage was high, it was found that emotional advertising appeal had a positive impact on attitude, but both emotional and informative advertising appeals had a negative impact on word-of-mouth. Third, when the interactivity level of smart signage was low, rational appeal in advertising was found to have a positive impact on attitude and word-of-mouth.

Selling Health to the Distracted: Consumer Responses to Source Credibility and Ad Appeal Type in a Direct-to-Consumer Advertisement

Since 1997, when the U.S. Food and Drug Administration first allowed prescription drug companies to release ads directly targeting the public, direct-to-consumer (DTC) advertising has become an integral part of the pharmaceutical industry marketing toolkit, reaching over $4 billion in 2005. In an experiment where cognitive load, a task that requires the investment of a subject's memory in an unrelated task; source credibility; and advertising appeal type (affective or cognitive) were manipulated, attitude toward the ad was measured for a print DTC meningitis vaccine ad. Main effect results for source credibility and advertising appeal type on attitude toward the ad were found, and interactions between manipulated variables were apparent when the individual difference variables related to a specific illness (vaccination history, living in a dorm, family members or friends who had suffered the illness) were taken into account.