Persuasive Strategies and Hats Off for Cancer Donations

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Pepperdine Journal of Communication Research, Vol: 1, Issue: 1, Page: 3

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Masnovi, Janae
Advertising; Organization; Advertising Strategy; Logos; Ethos; Pathos; Nonprofit; Communication; Health Communication; Interpersonal and Small Group Communication; Organizational Communication; Other Communication; Social and Behavioral Sciences
article description
This quantitative research project set out to answer the question, “What type of advertising strategy, logos, ethos, or pathos, will be most effective in increasing donations to Hats Off for Cancer, a nonprofit organization?” By administering a survey including manufactured advertisements to potential donors through the Hats Off for Cancer e-newsletter, the Hats Off for Cancer Facebook page, and my own Facebook network, I received 44 responses. These responses indicated the participants’ involvement with the organization as well as their preferred advertising strategies and their reasoning for this. 79 percent of respondents felt that the advertisement using pathos was most effective while 19 percent said logos and 2 percent said ethos. These responses were valuable, and based on the respondents’ reasoning behind their preferences, I constructed three implications for Hats Off for Cancer’s future advertising endeavors.