Den här studien fokuserar på influencer marketing och opinionsbildning. Den valda empirin för studien är sex blogginlägg sponsrade av företaget Natural Cycles. Studiens syfte är att få ökad kunskap om hur influencers konstruerar sponsrade blogginlägg. För att uppnå syftet har en kvalitativ textanalys utförts. Den teoretiska utgångångspunkten för studien är tvåstegshypotesen. Tvåstegshypotesen används tillsammans med influencer marketing och begreppen emotional appeals och fear appeals som är lånade från psykologiforskning.   Studiens tillvägagångsätt grundar sig i en kvalitativ textanalys. Mer specifikt har en stilanalys använts för att se hur blogginläggen konstrueras språkligt, innehållsligt, socialt och kontextuellt. Utifrån de olika stildragen har gemensamma kvaliteter hittats i blogginläggen som sedan använts för att presentera analysresultatet. Analysen gav kvaliteterna gemenskap, opinionsbildning, vardagligt språk, personliga erfarenheter och åsikter, engagemang i ämnet och kontextuella faktorer. Resultatet visade att influencers använder ett personligt och engagerat språk. De skriver om personliga erfarenheter och om hur de mår, sin kropp och sina känslor. Influencers tar även på sig en självutnämnd expertroll för produkten när de försöker övertyga läsarna om fördelarna med produkten och företaget. För att övertyga läsarna används fear appeals och avskräckande exempel, som biverkningar de har upplevt med andra produkter.

Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals

After the hit of the COVID-19 pandemic, the hotel industry's efforts need to focus on recovering travelers' confidence by introducing new safe and clean programs or seals. However, there is a lack of guidelines regarding which hotel safety/cleaning programs and what communication strategies are more effective when approaching guests. This study aims to address this gap by using a 2 (COVID-19 Message Type: Fear Appeals vs. Hope Appeals) × 2 (Hotel Safety/Cleaning Program Type: Internal vs. Third-Party) between-subject experiment design. Specifically, it applies the protection motivation theory in investigating the effects of different messages (hope vs. fear) along with different types of hotel safety/cleaning programs (internal vs. third-party) on guests' booking intentions. The moderating role of risk propensity was also explored. The data were collected in a public university located south of the U.S. Different ANOVA and MANOVA tests were conducted. The results suggest that hope appeal messages and hotel internal cleaning programs arouse higher booking intentions. When presenting COVID-19 related information provided by hotels, hope appeals represent a better communication strategy. In addition, the coping and threat appraisals showed to be correlated with hotel guests' booking intentions. Moreover, response efficacy was the strongest predictor with a positive correlation, whereas perceived severity was the second strongest predictor with a negative correlation. Last, risk propensity was found a significant moderator between guests' response efficacy and booking intentions. Participants under the risk-taker category reported higher booking intentions even when their self-efficacy perceptions were low.

In today’s society, companies engage in sustainable efforts to lower the impact consumption has on the environment. To emphasize these efforts, companies utilize sustainable marketing to gain consumers’ attention. The advertisements used in sustainable marketing often involves marketing appeals, and mainly the two appeals: self-benefit and other-benefit. Studies have shown that most consumers appear to want to consume sustainably, however, there is a gap between consumers’ willingness and their actions. As young consumers are generally more motivated to consume sustainably, the purpose of this study was to provide the reader with more information regarding young consumer’s attitudes towards these appeals and how they affect young consumers’ decisions when it comes to sustainable consumption. By conducting qualitative one-on-one interviews with young consumers, their thoughts and attitudes towards the two appeals were collected and then analyzed with the help of the hierarchy of effects model created by Lavidge and Steiner (1961). The findings were compared with previous research on the subject, which also added an understanding to what motivates young consumers to consume in a more sustainable manner. In conclusion, this study found that both appeals worked as a reminder to young consumers to engage in sustainable consumption, as they were already very aware of the issue. It also suggested that the respondents had more positive attitudes towards the self-benefit appeal, as it benefitted themselves as well as the environment, which resulted in positive attitudes to engage in sustainable consumption. The other-benefit appeal seemed too holistic and some respondents developed skepticism towards the product/brand.

Master of Science / Department of Journalism and Mass Communications / Nancy Muturi / The country of Uganda has an HIV rate of approximately 6.3% countrywide, but in northern Uganda rates have been significantly higher (UNAIDS, 2011). In northern Uganda, a region that has faced decades of war and conflict, 1.2 million people live with HIV. The Extended Parallel Process Model (EPPM) and Social Cognitive Theory (SCT) are used as the theoretical framework in examining how on the ground development practitioners create programming that is the most beneficial in behavior change. Both theories have been used extensively in the design and implementation of HIV/AIDS prevention programs. However, there tends to be little consistency among scholars on what types of behavior change approaches are the most effective, especially in those countries that are most impacted by the AIDS epidemic. The goal of this study was to examine the views of practitioners who work directly with recipients and identify some of the most effective strategies and messages tailored for Northern Uganda based on the EPPM and SCT. A qualitative approach was used in the study. A sample of current, or past long-term (at least two years working in the field) development practitioners from international agencies such as the United States Peace Corps, USAID, International Rescue Committee (IRC), among others. Data were gathered through in-depth interviews, which were conducted online due to geographic constraints of the interviewees, with selected participants currently scattered throughout the United States and sub-Saharan Africa. The study reports practitioners’ views on most effective communication strategies and messages based on experiences while working in northern Uganda. Some of the variables examined include the strategies for changing the belief systems of the population that curb the spread of the AIDS epidemic; self-efficacy strategies; and the nature and level of fear appeal appropriate for the Northern Ugandan situation; and their overall view. Findings of the study indicate respondents feel fear appeal messaging may be ill suited for use in Northern Uganda. Culture-centered approaches may be of best use during the transition from war to reconciliation. Results of the study will help to inform future HIV/AIDS prevention programs on best practices that are both theory and research based.

De 1896 à 1960, quoique placée sous différents statuts (colonie, territoire d'outre-mer, puis État membre de la Communauté), Madagascar est restée sous la domination française. Durant cette période, la France administre le pays, notamment, elle doit faire régner la justice, un des premiers éléments de la mission du colonisateur. A cet égard, la politique consiste à introduire dans l'organisation judiciaire des magistrats français qui, en charge de véhiculer les valeurs occidentales, vont assurément participer de la domination. Toutefois, en même temps, en exerçant sur le territoire malgache, ces juges se heurtent à l'existence d'institutions indigènes déjà bien établies qu'il convient de respecter. Par ailleurs, ils se trouvent face à une population européenne nouvellement installée à qui il faut aussi « dire » le droit, un droit somme toute particulier. Ainsi, au sein de la Cour d'appel de Madagascar, les magistrats jouent un rôle majeur en ce qu'ils ont à remplir une triple mission à la fois : appliquer un droit spécial aux Français, appliquer leurs lois coutumières aux indigènes et appliquer le droit métropolitain, « symbole éminent de la culture française », à la population locale. Dans la pratique, malgré les difficultés qu'ils ont rencontrées outre-mer, et les contraintes qui se sont imposées à eux, les magistrats s'en sont plutôt bien sortis dans la délicate tâche qui leur a été confiée. En se dotant, sans complexe, de toute la liberté nécessaire à leur fonction, ils ont su, à leur façon, satisfaire « leurs » justiciables tout en restant fidèle à la politique coloniale. / From 1896 to 1960, Madagascar remained under French domination, first as a colony, then as a territoire d'outre-mer, finally as a member of the Communauté française. One of the most important elements of the « mission » of the colonizer was to assure the administration of justice. French policy consisted in introducing into the judiciary organization French judges whose task it was to bring to the country Western values, thus playing an important role in colonial domination. They were obliged, however, at the same time, to respect certain traditional native institutions. Their decisions also concerned the recently settled European population of Madagascar, for whom French metropolitan law had to be specially adapted.There were therefore three tasks to be accomplished by the judges of the Court of Appeals of Madagascar : to implement a special law to the French population, to implement their customary laws to the indigenous population and implement the law of metropolitan France, « eminent symbol of French culture », to that indigenous population. In practice, despite the difficulties encountered and the limits imposed on them, the judges managed these delicate tasks rather well. In confidently granting themselves all the liberty necessary to their function, the judges managed to satisfy the various communities in Madagascar, while remaining faithful to colonial policy.

Charity advertising has become diversified for more than twenty years. Previous research focused on charity advertising in non-profit organization (NPO) contexts. However not only NPOs but also corporations sponsor charity ads. As one of popular emotional appeals, guilt appeals are used to promote charitable giving. This study compares three types of advertising sponsor including NPO, corporation, and mixed type with sponsor-charity fit on the effects of guilt appeal in charity advertising. The present study employs an experimental design to investigate the effects of the guilt appeals (guilt appeals vs. non-guilt appeals), type of advertising sponsor (NPO vs. corporation vs. mixed) and sponsor-charity fit (high fit vs. low fit) in charity advertising effectiveness. Mixed type is defined as brand-cause alliance or cause-related marketing. A 2x3x2 factorial design is conducted. Twelve different scenarios are established and the ad effects are measured by attitudes toward the ad, purchase intentions, and attitudes toward the ad sponsor. Does guilt work with all types of sponsors? Results of the experiment indicate an interaction between type of advertising sponsor and guilt appeals. The guilt appeals are more effective when the NPO is the advertising sponsor or when the company frames the charity ad as CRM. However, the non-guilt appeals are more effective than the guilt appeals when a corporation is the ad sponsor. Guilt appeals are found to backfire under the two following circumstances: (1) when a corporation is the ad sponsor with a high fit between sponsor and charity, or (2) when mixed type with low sponsor-charity fit is framed in the ad. According to these findings, this study suggests that marketers should choose appropriate advertising appeals while considering their role as advertising sponsor and the sponsor-charity fit.

As the rapid development of the Internet advertisement, the Internet as a kind of advertising media has a greater competitive ability among all kinds of media. This study is designed to figure out the difference of print media and the Internet, especially in the field of advertising research. Using the laboratory experimentation and factorial experimental design, there are three factors in the study, including media properties (the Internet active media, the Internet static media, and print media), advertising appeals (rational and emotional appeal), and product involvement (high and low product involvement). Under such arrangement, the three factors result in 12 (3´2´2) different advertising strategies. The findings are as the followings: 1.The Internet active media can increase the advertising effect efficiently, while the machine-interactivity can¡¦t increase advertising effects. 2.Advertising appeals aren¡¦t able to influence the advertising effect efficiently. 3.The composition of emotional appeal and the Internet active media is the best advertising strategy to advertising effects; while the composition of rational appeal and each media property will not be able to achieve better advertising effects. 4.Product involvement is irrelevant to the advertising effect in the study. 5.The male consumers preferred the composition of the Internet active media and high product involvement, and they also like the composition of the Internet static media and low product involvement. 6.Consumers with BS. Degree or above preferred the composition of the Internet active media and emotional appeal. 7.The 46 above age group preferred the composition of low product involvement and emotional appeal, and they also like the composition of high product involvement and rational appeal.

Purpose: The purpose of this thesis is to investigate how apparel and apparel brands are communicating their sustainability activities through marketing in the respective offline and online retail environments with the support of communication appeals to engage the consumer to purchase clothing items more sustainably. Method: The study implemented a qualititave research nature. Through a semi-structured interview, six department managers of three different apparel companies have been interviewed to give input concerning their sustainability marketing activities and their use of various communication appeals within the retail enviromnment. Conclusion: The communication of sustainability related marketing activities is still a major challenge for the clothing companies. It has been proven however that through the implementation of communication appeals with a focus on sustainability related marketing activities a change in the consumers’ purchasing behaviour can be achieved.

Thesis (M.L.I.)--University of Wisconsin--Madison. / Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.