Chang,
Chun-Tuan, and Yu-Kang Lee. "All Charity Advertisements Are Not Created
Equal: Influences of Message Framing, Vividness Valence, and Number Size
Framing." N.p., n.d. Web. 20 July 2012. <www.acrwebsite.org/volumes/v35/naacr_vol35_58.pdf>.
I like this article because it shows the outcome of using
both positive and negative messaging in charities can influence the outcome if
they are framed correctly. Some of the findings in the studies conducted show
that when “applying
framing in the charitable promotion business, the results show that framing a
charitable message negatively leads to higher persuasion than framing it
positively.” This aligns well with the Kony 2012 video, as a majority of the
video is focused on footage of children suffering at the hands of an evil
warlord. The study also mentions the importance of a story, by saying, “a vivid
story could elicit higher advertising persuasion in a framed message.” The
importance of a story for a charity to tell their potential supporters is a
feature that could aid in a charity’s success. The author also mentions, “identifiable
victims communicated in a story may stimulate a more powerful response than do
those of neutral description.” This again aligns nicely with the Kony video, as
the video depicted specific victims and told their story to audiences. I think
that by including this information in my paper, I can better define techniques
and actions that have brought charities success.
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