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Can Advertising Save Lives?: The Influence of Public Social Advertising on the Motivation to Donate Blood - Couverture souple

Langa, Florian

 
9783848408375: Can Advertising Save Lives?: The Influence of Public Social Advertising on the Motivation to Donate Blood
Couverture souple
ISBN 10 : 3848408376 ISBN 13 : 9783848408375
Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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.

Biographie de l'auteur

Born in 1983, studied Communication & PR at the National School of Political and Administrative Studies in Bucharest, Romania, before earning a MSc in European Communication Studies at the University of Amsterdam. This book is an integral version of his Master thesis. He has worked for Saatchi & Saatchi, and is currently a copywriter.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2012
Langue
anglais
ISBN 10 
3848408376
ISBN 13 
9783848408375
Reliure
Broché
Nombre de pages
88
Coordonnées du fabricant
non disponible
Personne responsable
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