Advertising Rhetoric And Positive Versus Negative Emotions In Health Promotions

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site:

Abstract: The current study integrates and applies advertising rhetoric and appraisal theory of emotion in preventive health promotions. The experiment was designed to test the effects of advertising rhetoric in conjunction with emotional appeals in a public service announcement (PSA) promoting the USDA food pyramid website. The study demonstrates that the combination of advertising rhetoric (a rhyme scheme and a metaphor trope) and emotional appeals (pride and shame) can influence ad-processing outcomes in print advertising. In particular, results show that the emotion pride is more effective in combination with a trope than the emotion shame in combination with a trope on readership of copy, attitude towards the ad, and behavioral intention. When paired with a scheme, pride did not differ from shame in its effect on advertising outcomes.

Additional Information

Albinsson, Pia A., Bruce Huhmann, and Bidisha Burman (2017). "Advertising Rhetoric and Positive Versus Negative Emotions in Health Promotions." in Ethical Decisions in Lifestyle Choices -- Proceedings of Society for Marketing Advances Annual Conference, (Jie Fowler, ed.), pages 334-335. November 7-11, 2017 Hyatt Regency Louisville Louisville, Kentucky, USA. Publisher version of record available at:
Language: English
Date: 2017
health promotions, advertising, emotions, rhetoric

Email this document to