Emotional Appeals are used in Social Advertising: Content Analysis on Turkish Case

Advertisements appear as the most effective means of announcing the social campaigns and projects. The advertisements with social dimension are the very first of the communication attempts performed for the purpose of informing society about social issues and creating changes in their beliefs and attitudes. The purpose of this study is to reveal the creative contents used in social advertisements in Turkey. The scope of the study consists of printed social advertisements, which are awarded Crystal Apple given annually by Turkish Association of Advertising Agency. The chosen advertisements were investigated under 8 categories including the subject of the advertisements, execution strategy, types of execution, message tone, choice of words, formats, communication of advertised company/brand and advertising appeals.