Bookcover of Can Advertising Save Lives?
Booktitle:

Can Advertising Save Lives?

The Influence of Public Social Advertising on the Motivation to Donate Blood

LAP LAMBERT Academic Publishing (2012-02-24 )

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ISBN-13:

978-3-8484-0837-5

ISBN-10:
3848408376
EAN:
9783848408375
Book language:
English
Blurb/Shorttext:
In the context of the rise in importance of social responsibility and the apparent downfall of the credibility of advertisers, this study explores the relationship between the two, looking for a solution that could lead to saving lives. More specifically, the present research investigates the influence of public social advertising on the motivation of individuals to donate blood. It also discusses the effects and persuasive power of several communication approaches, employed by advertisers. The study is based on original qualitative empirical research, involving content analysis of several international blood donation campaigns and a quasi-experiment with an international audience. The value of this book resides in its social importance - a better understanding of the motivations that drive people to donate blood, or stop them from engaging in this behavior. It is a map for communication professionals and students in an area yet uncharted by academic research, as well as a contribution to solving this perpetually current social issue.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Florian Langa
Number of pages:
88
Published on:
2012-02-24
Stock:
Available
Category:
Communication sciences
Price:
49.00 €
Keywords:
Media, Qualitative Research, Motivation, communication, charity, Persuasion, Advertising, content analysis, Social Responsibility, commercials, behavior, Intention, Attitude, empirical research, civic involvement, Media Influence, PSA, blood donation, Public social advertisements, Strategic communication approach, saving lives, social issue

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