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The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).

This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.

Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).

This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

Explore what popular food influencers among Flemish emerging adults portray in their Instagram recipe posts in terms of (1) references to food literacy, (2) nutritional value, (3) rational and emotional appeals and (4) the relation between the nutritional value and rational/emotional appeals.

A content and nutritional analysis of Instagram recipe posts from seven food influencers (N = 166).

Findings reveal that food influencers rarely embed references to food literacy in their recipe posts, especially regarding meal planning, food selection, meal consumption and evaluating food-related information. Only in 28.9% of the posts information was given on how to prepare a recipe. Second, 220 recipes were included in the 166 recipe posts, of which the majority (65%) were main course meals that met at least six of the 11 nutrient criteria for a healthy main meal (67.2%). Finally, food influencers promote their recipe posts as positive narratives, focusing on the tastiness (66%) and convenience (40.9%) of meals.

This is the first study to evaluate what food influencers post nutritionally in their Instagram recipes, as well as how they promote these recipes. Health promotors should note the influential role of food influencers and seek ways to collaborate to provide information on how food literacy cues can be embedded in influencers' communications and provide insights into how influencers' recipes can be optimised.

This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention.

Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression.

Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective.

This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur.

Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication.

There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

This article investigates the complaints leveled at alcohol advertisements to determine the kinds of ads that attract complaints and to what extent Ready‐to‐Drink (RTD) advertising accounts for these. The research will have relevance to all countries where RTDs have developed market share. The results show that ads for beer, spirits and especially RTDs (when Share‐of‐Complaint versus Share‐of‐Market is considered) attract the greatest number of complaints. Wine ads played a negligible role. Over.96% of alcohol ads attracting complaints used either a humorous or a sexual advertising appeal, the results emphasizing the risky nature of the humorous appeal. Rational, emotional, fear, and scarcity appeals made no impact on the findings.

The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA. Results of a content analysis indicate that the use of rational and emotional appeals differs across both product type and country. It is suggested that culture plays a role in the use of the appeals and that the product type × country interaction is strongly reflected in Taiwanese and US advertising.

The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising.

Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements.

Loans were positioned as services providing relief, security and excitement. The use of negative emotional appeals such as guilt, fear and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2.

This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

The purpose of this paper is to investigate whether rational and emotional appeals are more effective for small boutique hotel websites in Australia. Specifically, it assesses how attitudes towards websites, service expectations and attitudes towards boutique hotels will influence purchase intention under the two different types of appeals.

Using a systematic intercept approach, a total of 249 useable data was collected in a large suburb of Western Australia. Results were analysed using t‐test and a series of multiple regressions.

The results show boutique hotel websites that used emotional appeals performed differently to those that used rational appeals. Further analysis shows that emotional appeals evoked more favourable attitudes towards the website and attitudes towards the boutique hotel. In addition, websites that utilised emotional appeals were a stronger predictor of purchase intention.

The research focuses only on homepages of the boutique hotels. Further, the study was limited to two rational (price and service accolades) and two emotional appeals (warmth and serenity).

The study is the first to provide empirical evidence on the effectiveness of website appeals. It broadens the scope of the service communication literature by exploring rational and emotional appeals in an interactive medium.

Examines the introduction of local pay bargaining in a National Health Service Trust. The focus of the article is the irritation experienced by a senior manager responsible for its implementation and operation. Rhetorically deconstructs the manager’s exasperation, highlighting in the process the contingent organizational world he operates within, as well as the manager’s monologic solution to the justified concerns of health professionals about the potentially damaging effects of local pay.

This study aims at building a framework for the electronic word-of-mouth (eWOM) response under the social media environment. The elaboration likelihood model was adopted to explain how message source credibility and message appeal jointly influence the eWOM response process, while source credibility provides a central route and message appeal plays a peripheral route for information processing.

This study used a scenario design to test the decision behavior in the Facebook environment through message content manipulation. A convenience sampling method was adopted in this study. We collected 203 valid questionnaires and tested this research model with LISREL 8.8. This study used a two-stage structural equation modeling data analysis method with LISREL 8.8, by which the measurement model was assessed through confirmatory factor analysis for the reliability and validity of the research model, and the causal relationship among factors was assessed through exploratory factor analysis .

The results showed that 53% variance of eWOM responses could be explained by message source credibility and emotional message appeal from the elaboration likelihood model perspective. Message source credibility plays a central role in the social media environment. The model was further tested with a demographic profile analysis for both gender and age. It is found that a female user is influenced by both source credibility and emotional appeal, but a male user is only influenced by message source credibility. The mature age group is more responsive to eWOM messages.

The sample might not represent all social networking sites (SNS) users. The participants represent a small segment of the Facebook population around the globe. Secondly, this research design could be improved by using more recreational messages to test the effects of message appeal and message source credibility. Thirdly, the mobile phone is a type of physical product rather than an experiential product. Future studies could try to identify the same eWOM determinants with different SNS functions, for example, the inbox message function. Similarly, Facebook users are allowed to use both text and pictures to disseminate promotional messages.

This study provides an insight for SNS administrators regarding the determinants of driving more customer responses toward a message. Message source credibility and message appeal are identified as the antecedents for eWOM responses in SNS. Companies could make use of this finding to improve their marketing communication strategy in SNS. The finding can inform administrators of the importance of focusing on both customers’ psychological state and message attributes during the dissemination of promotional messages to improve the efficiency of the promotional effort. Companies aimed at receiving different types of eWOM responses in SNS may need to consider other factors for creating their promotional messages.

Previous studies have mainly identified factors influencing eWOM responses from the people-centered variables such as personal traits and social relationships. This study proposes that the eWOM response is a dual information processing process that can be explained by the ELM. When a user processes information in SNS, he follows both the central route and the peripheral route (i.e. source credibility and message appeal) which can influence the eWOM response. It is the first time that the source credibility is investigated as the central route in ELM model.

The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran.

By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants.

Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign.

The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size.

This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.