Emotions play a central role in advertising. Starting from the extensive and ever-developing
literature on the role of emotions in human information processing and behavior, as studied …

This article tries to clarify whether negative charity appeals (ie, advertisements emphasizing
the bad consequences of not helping) or positive charity appeals (ie, advertisements …

The authors present an overview of the academic literature on charity advertising. Through
systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body …

Nonprofit sectors account for a small but significant share of most major economies globally,
and the marketing and fundraising activities of organisations operating in this sector are of …

The use of cause-related marketing (CRM), which occurs when company donations are tied
to consumer transactions, has increased significantly in recent years. Traditionally …

Charity fundraising is increasingly relying on online platforms such as crowdfunding
platforms. However, overwhelmingly, crowdfunding campaigns do not meet their goals …

Artificial intelligence (AI) is transforming advertising theory and practice. However, while
applications of AI abound, it appears that not enough questions are being asked about the …

Many advertisements use unrealistic images of products (eg, hand drawings, digital
illustrations, rotoscoped animation) instead of actual product images. However, while …

We examine how victim imagery interacts with ad messaging's regulatory focus to determine
the effectiveness of donation appeals. We predict and show that ads that combine a happy …

The present research examines how a combination of a happy (vs. sad) victim image and a
strong sad message appeal can promote prosocial behavior. The underlying reason is that …