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Children perceptions of emotional and rational appeals in social advertisements

Children perceptions of emotional and rational appeals in social advertisements PurposeThis study aims to understand the impact of rational and emotional appeals on children’s attitude towards two public service announcements (PSAs) that promoted eating fruits and vegetables.Design/methodology/approachA mixed-methods study was conducted with children aged 8 to 11. A convergent parallel design was selected that comprised a questionnaire for the quantitative approach and a semi-structured focus group for the qualitative approach.FindingsThe results from the quantitative and qualitative phases converged, showing that both components (i.e. emotional and rational) play a significant role in children’s preference towards an advertisement, but the emotional component appeared to be the preeminent.Research limitations/implicationsFuture studies should use other social subjects and children of different age brackets from various countries to test whether they continue to prefer emotional appeals in advertising.Practical implicationsAn understanding of which elements children prefer in PSAs will enable advertising campaigns and social marketing strategies with targeted approaches that respect children’s tastes to be planned.Social implicationsA properly designed social advertisement could have important effects on disseminating useful information, changing or preventing unhealthy habits and adopting good practices in children.Originality/valueFew studies have examined the effectiveness of PSAs, especially those targeted at children. This paper contributes to extend concepts from the commercial field of advertising directed to children to the field of social advertising. To date, this field has received little attention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Children perceptions of emotional and rational appeals in social advertisements

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1747-3616
DOI
10.1108/YC-02-2017-00665
Publisher site
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Abstract

PurposeThis study aims to understand the impact of rational and emotional appeals on children’s attitude towards two public service announcements (PSAs) that promoted eating fruits and vegetables.Design/methodology/approachA mixed-methods study was conducted with children aged 8 to 11. A convergent parallel design was selected that comprised a questionnaire for the quantitative approach and a semi-structured focus group for the qualitative approach.FindingsThe results from the quantitative and qualitative phases converged, showing that both components (i.e. emotional and rational) play a significant role in children’s preference towards an advertisement, but the emotional component appeared to be the preeminent.Research limitations/implicationsFuture studies should use other social subjects and children of different age brackets from various countries to test whether they continue to prefer emotional appeals in advertising.Practical implicationsAn understanding of which elements children prefer in PSAs will enable advertising campaigns and social marketing strategies with targeted approaches that respect children’s tastes to be planned.Social implicationsA properly designed social advertisement could have important effects on disseminating useful information, changing or preventing unhealthy habits and adopting good practices in children.Originality/valueFew studies have examined the effectiveness of PSAs, especially those targeted at children. This paper contributes to extend concepts from the commercial field of advertising directed to children to the field of social advertising. To date, this field has received little attention.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Aug 21, 2017

References

  • Young children’s ability to recognize advertisements in web page designs
  • Advances in public communication campaigns