Advertising with social dimensions and emotional appeals: Content analysis on the case of the United States


International Journal of the Humanities, vol.9, no.7, pp.297-316, 2011 (Scopus) identifier

  • Publication Type: Article / Review
  • Volume: 9 Issue: 7
  • Publication Date: 2011
  • Journal Name: International Journal of the Humanities
  • Journal Indexes: Scopus
  • Page Numbers: pp.297-316
  • Keywords: Advertising appeals, Emotional appeals, Execution strategy, Social advertising
  • Anadolu University Affiliated: Yes


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.