International Journal of the Humanities, vol.9, no.7, pp.297-316, 2011 (Scopus)
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. © Common Ground, Mesude Canan Ozturk, Rasime Ayhan Yilmaz, All Rights Reserved.