What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

Propriedade e direito entre os muçulmanos de Portugal: dos bens comuns à gestão do património do rei

El derecho islámico informa de la identidad de los musulmanes del reino portugués, desde el período matricial de su integración hasta finales del siglo XV. De la participación en los moldes de su propia subordinación fiscal y tributaria, a la cuestión del derecho sucesorio, los musulmanes legistas de Lisboa responden a las sucesivas interpelaciones de la Corona, constituyéndose el monarca como el principal beneficiario de esa producción legal. Esta manipulación del poder, el aspecto más visible en la documentación, muestra todo el dominio continuado de ese universo legal y de sus especialistas mudéjares. Aspecto que tendrá lógicamente su resonancia en la vivencia interna de estas comunidades, especialmente en lo que a la propiedad se refiere. El principio de la sunna de la dominación de los bienes colectivos se refleja en los bienes habices y los colectivos (al-Muslimina), aún documentados en el siglo XV. Por otro lado, la propia gestión del patrimonio del rey, en la morería de Lisboa, será dominada, en el mismo período, por una autoridad musulmana, el juez de los derechos reales, contradiciendo la ley canónica y la territorial que prohibía a los infieles ejercer poder sobre los cristianos.

Effects of message appeal and service type in CSR communication strategies

Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two types of message appeals (emotional and rational) across two service types (hedonic and utilitarian). Responses provide data on consumers' awareness of CSR initiatives, attitudes toward the company, perceived company uniqueness, emotional response, and attributions of company motives to engage in CSR activities. Rational appeals more effectively communicate environment-related CSR initiatives, whereas emotional appeals more effectively communicate employee-based CSR initiatives. Effects on consumers' attributions of company motives to engage in CSR are significant in both service types. Finally, rational message appeals affect consumers' CSR awareness and emotional responses in utilitarian service.