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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Autores principales:	Edward Robinson Marin, Nadia Kassouf Pizzinatto, Antonio Carlos Giuliani
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2014
Materias:	marketing advertising media magazines rational and emotional appeals Business HF5001-6182
Acceso en línea:	https://doaj.org/article/93e46cd9ac5748309a003a6f6e126689
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spelling	oai:doaj.org-article:93e46cd9ac5748309a003a6f6e1266892021-11-11T15:48:06ZRational and Emotional Communication in Advertising in Women's Magazines in Brazil1807-734Xhttps://doaj.org/article/93e46cd9ac5748309a003a6f6e1266892014-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123032647002https://doaj.org/toc/1807-734XThis 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.Edward Robinson MarinNadia Kassouf PizzinattoAntonio Carlos GiulianiFUCAPE Business Schoolarticlemarketingadvertisingmediamagazinesrational and emotional appealsBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 11, Iss 6, Pp 22-49 (2014)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	marketing advertising media magazines rational and emotional appeals Business HF5001-6182
spellingShingle	marketing advertising media magazines rational and emotional appeals Business HF5001-6182 Edward Robinson Marin Nadia Kassouf Pizzinatto Antonio Carlos Giuliani Rational and Emotional Communication in Advertising in Women's Magazines in Brazil
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
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
title	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_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_sort	rational and emotional communication in advertising in women's magazines in brazil
publisher	FUCAPE Business School
publishDate	2014
url	https://doaj.org/article/93e46cd9ac5748309a003a6f6e126689
work_keys_str_mv	AT edwardrobinsonmarin rationalandemotionalcommunicationinadvertisinginwomensmagazinesinbrazil AT nadiakassoufpizzinatto rationalandemotionalcommunicationinadvertisinginwomensmagazinesinbrazil AT antoniocarlosgiuliani rationalandemotionalcommunicationinadvertisinginwomensmagazinesinbrazil
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Rational and Emotional Communication in Advertising in Women's Magazines in Brazil

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