Sökning: "rational appeal"

Visar resultat 1 - 5 av 17 uppsatser innehållade orden rational appeal.

  1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

    Master-uppsats,

    Författare :Alice Sbrogio; Kristian Shamon; [2023]
    Nyckelord :sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

    Sammanfattning : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. LÄS MER

  3. 2. Influencing consumer behavioural intentions: Reducing household water consumption

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Daria Granina; [2022]
    Nyckelord :Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Sammanfattning : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. LÄS MER

  4. 3. Mycket (risk)retorik : En kvantitativ retorikanalys av Folkhälsomyndighetens kommunikation om Covid-19 och Ebola.

    Kandidat-uppsats, Jönköping University/HLK, Medie- och kommunikationsvetenskap

    Författare :Fabian Jacobs; Alexander Levinson; [2020]
    Nyckelord :Risk communication; CERC; rhetorics; quantitative content analysis; data analysis; forms of appeal; Covid-19; Ebola; risk; Riskkommunikation; CERC; retorik; kvantitativ innehållsanalys; dataanalys; appellformer; Covid-19; Ebola; risk;

    Sammanfattning : Hur myndigheter kommunicerar under kristider spelar en avgörande roll för hur både samhälle och näringsliv hanterar en kris. Denna deskriptiva studie undersöker hur Folkhälsomyndigheten kommunicerat under två pandemier, Covid-19 och Ebola, för att beskriva hur en svensk myndighet kommunikativt hanterat allvarliga kriser. LÄS MER

  5. 4. Gymnasieskolornas kamp om eleverna : En kvalitativ textanalys av två gymnasieskolors webbaserade marknadsföring

    L3-uppsats, Karlstads universitet

    Författare :Maja Pettersson; Emelie Arvidsson; Louise Lindqvist; [2020]
    Nyckelord :;

    Sammanfattning : As today's school market is constantly evolving with more and more private schools being started, the municipal high schools have gotten more competition than ever. Pupils have greater freedom of choice to choose their high school and thus require increased efforts for marketing purposes. LÄS MER

  7. 5. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
    Nyckelord :Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

    Sammanfattning : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. LÄS MER