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Emotional Appeals in Nonprofit Adver...

Harrison, Dominique.

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Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society./
Author:	Harrison, Dominique.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	61 p.
Notes:	Source: Masters Abstracts International, Volume: 82-05.
Contained By:	Masters Abstracts International82-05.
Subject:	Mass communications. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28271095
ISBN:	9798691203046

Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society.
Harrison, Dominique.

Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 61 p.

Source: Masters Abstracts International, Volume: 82-05.

Thesis (M.A.)--East Tennessee State University, 2020.

This item must not be sold to any third party vendors.

Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization's tactics are strategic in their appeal to target audiences' emotions. In doing so, I identify several reoccurring emotional themes-including hope, love, and unity-that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, and imagery. Rhetorical analysis of the two organizations' strategic messaging suggests that their calls-to-action, at least in print adverts, rely heavily on appeals to audience emotion. Taken together, the data suggest that previous efforts made by these nonprofits have been proven successful.

ISBN: 9798691203046Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

nonprofit organizations

Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society.
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