Rational and Emotional Communication in Advertising in Women's Magazines in Brazil
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...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2014-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123032647002 |
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| author | Edward Robinson Marin Nadia Kassouf Pizzinatto Antonio Carlos Giuliani |
| author_facet | Edward Robinson Marin Nadia Kassouf Pizzinatto Antonio Carlos Giuliani |
| author_sort | Edward Robinson Marin |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-93e46cd9ac5748309a003a6f6e126689 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2014-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-93e46cd9ac5748309a003a6f6e1266892025-02-06T23:39:30ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2014-01-011162249Rational and Emotional Communication in Advertising in Women's Magazines in BrazilEdward Robinson MarinNadia Kassouf PizzinattoAntonio Carlos GiulianiThis 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.http://www.redalyc.org/articulo.oa?id=123032647002marketingadvertisingmediamagazinesrational and emotional appeals |
| spellingShingle | Edward Robinson Marin Nadia Kassouf Pizzinatto Antonio Carlos Giuliani Rational and Emotional Communication in Advertising in Women's Magazines in Brazil BBR: Brazilian Business Review marketing advertising media magazines rational and emotional appeals |
| title | Rational and Emotional Communication in Advertising in Women's Magazines in Brazil |
| title_full | Rational and Emotional Communication in Advertising in Women's Magazines in Brazil |
| title_fullStr | Rational and Emotional Communication in Advertising in Women's Magazines in Brazil |
| title_full_unstemmed | Rational and Emotional Communication in Advertising in Women's Magazines in Brazil |
| title_short | Rational and Emotional Communication in Advertising in Women's Magazines in Brazil |
| title_sort | rational and emotional communication in advertising in women s magazines in brazil |
| topic | marketing advertising media magazines rational and emotional appeals |
| url | http://www.redalyc.org/articulo.oa?id=123032647002 |
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