The use of positive and negative appeals in social advertising : a content analysis of television ads for preventing HIV/AIDS
Beatriz Casais, João F. Proença
| Year of publication: |
2022
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|---|---|
| Authors: | Casais, Beatriz ; Proença, João F. |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 19.2022, 3, p. 623-647
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| Subject: | Health promotion | HIV prevention | Negative appeals | Positive appeals | Social advertising | AIDS | Gesundheitsvorsorge | Preventive care | Werbewirkung | Advertising effects | Werbung | Advertising | Social Marketing | Social marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-021-00318-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013435739