A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals

  • Beatriz CasaisEmail author
  • João F. Proença
Part of the European Advertising Academy book series (EAA, volume 5)


Social Marketing consists on the use of marketing principles and techniques to influence behavior change with the goal of improving society and welfare (Andreasen 1994, 2003; Dann 2010; Kotler and Zaltman 1971; Smith 2000). There is evidence that interventions adopting social marketing have been effective in changing behaviors with expressive use and effectiveness in public health (Evans 2006; Evans and McCormack 2008; Gordon et al. 2006; Grier and Bryant 2005; Morris and Clarkson 2009; Stead et al. 2007; Walsh et al. 1993). One of the most important and effective tools of social marketing in public health has been social advertising, especially in television (Abroms and Maibach 2008; Block and Keller 1995; Della et al. 2008; Hastings et al. 1998).


Consumer Research Social Marketing Social Market Protection Motivation Theory Order Protection 
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© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.School of Economics and ManagementUniversity of PortoMaiaPortugal

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