El encuadre como factor de eficacia persuasiva en los mensajes publicitarios de las ONG destinados a recaudar dinero
Year: 2011
Type: article
Abstract: This study analyzes NGO audiovisual advertising designed to raise donations to fund its projects. Based on the ELM postulates, we conducted two quasi-experimental studies with a 2x2 factorial design, aimed to evaluate the influence of message framing and subjects’ involvement level on the persuasive impact of these ads. The results show that the positive or gain frame that emphasizes the positive consequences of donating money is more effective than the loss frame that stresses the negative consequences of not doing so.
Source: Global Media Journal México
Author: María Elisa Sabre
Institution: Universidad de Salamanca
Language: Spanish
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1822623017