The advertisement created by McDonalds (Google.com 1) featuring a picture of the iconic Big Mac raises a number of feelings. The overall theme of the ad uses the colours of dark red to accentuate the food offering. By proclaiming in a bold print that the person should “Stop Staring at me, like I’m some Piece of Meat”, the ad both touches on the taboo of continued reading as well as the element of humour in order to present the burger in a manner both appealing and socially acceptable. Secondarily, the ad goes on the use the question “Are you Mac enough” to incite a feeling of challenge that many may find appealing. Further the use of the slogan “Piece of Meat” continues to evoke that range of feelings that the burger needs to be faced and eaten. The caption at the bottom of the ad “You can look but you can’t touch” continues on to build a feeling of enticement in the prospective buyer. Each of the elements of this ad from the colour, to the design and lettering and the slogan is specifically designed to incite the feelings of challenge and the concept of “come and prove it”. This form of advertising will make the low quality of the fast food industry a little more fun. The approach used by the Apple Company to advertise its Apple Nano Chrome continues to play on the concept of personality in order to achieve the needed interest (Apple 1). With the most striking element of the effort centred on the colour, the wide range of potential choices is brought up front and centre. This approach evokes a feeling of being able to determine every element of the choice that I get to make, I like that a lot. Further, incorporated on the screens of each of the pictured models is a rendition of a cultural icon that allows for a relatable quality to the proffered device. The very words of the title “The Colours of Music” are indicative of individual choice, specifically made to evoke a feeling of control and power over the entire process from beginning to end. The manner in which the picture is framed from the grey on one end to the vibrant red on the other end, adds depth and consideration to the ad, evoking a real feeling of quality and thoughtfulness. The advertisement put together by Microsoft to promote their Visual Studio offering incorporates many of the same elements of personality centred advertisement as the others (Microsoft 1). The picture of the man, admittedly slightly geeky, in glasses and collared shirts, evokes an image of computer professionalism from the very start. Utilizing the words “Your Potential” in a caption next to the picture makes the feeling of possibility come to the foreground. This new tool from Microsoft is designed to appeal to the professional designer, and in order to do that it must appeal to the core desires of the target population, skill and education. The accompanying picture of the classroom full of students continues to build on the perception of added potential in the product. Each of the students is happy, which makes me happy because they are obviously using this product in a meaningful way. The motto engraved above the little girls “With the right tools we believe childlike dreams can become real.” Brings about a feeling of positive and happiness that this tool is necessary in order for me to be able to create to the full range of potential.” Unlike the previous two advertisements, this Apple ad reaches beyond the physical and digs down in the personality traits that are required to become really good at something.
This essay has examined three advertisements in order to find the similarities and differences with each approach. Both the McDonalds and the Apple ad tended to appeal to the more physical elements of the persons personality with the Microsoft Ad was designed to appeal to the more professional set. Yet, each one of these evokes positive images in their effort to build consumer interest. They use the same tools on different areas of a person’s psychology to achieve similar results. It remains the focus and the product that determines which area that needs to be targeted. Different products will appeal to separate areas. In the end, it will be the most effective means of reaching a person that proves the best advertising method.
"Mcdonalds ad" Google.com, 2013. Web. 12 Oct 2013. "One of my habits is to visit www. Microsoft .com one a week, and here it " Microsoft, 2013. Web. 12 Oct 2013. "APPLE AD: NANO CHRM by ~kurtss on deviantART." Apple, 2013. Web. 12 Oct 2013.
Share with friends using:
Removal Request
Finished papers: 2962
This paper is created by writer with
ID 270440701
If you want your paper to be:
Well-researched, fact-checked, and accurate
Original, fresh, based on current data
Eloquently written and immaculately formatted
275 words = 1 page double-spaced
Get your papers done by pros!
Free essay on st augustine confessions, sample article review on toyota company recent crisis and business strategic management, methodology research paper sample, understanding of the west literature comparison term paper samples, relationship between civilization and nature essays example, norfolk southern railroad company research papers examples, good gem essay example, platoon movie reviews examples, childhood obesity causes and solutions research paper examples, budgeting analysis and report of massachusetts research papers examples, free essay on the table below identifies two stocks their stock codes spheres of action their, critical thinking on education v apprenticeship, good example of course work on policy sector drug use in the united states, good example of essay on how does ethic consideration matter to me as a leader, sample essay on bp and sustainability, free argumentative essay on new approaches against drunk driving, good cabbage butterflys mouthparts essay example, good example of entrepreneurial leadership report, learn to craft article reviews on macroeconomics with this example, macroeconomics article review sample, essay on analyse poes creation of atmosphere in the cask of amontillado, good essay about japan tourism pre and post tsunami, false advertising essays, fun loving essays, nursing management essays, goopy essays, miranda rights essays, flumes essays, intermediate accounting essays, problem statement essays, contract theory essays, social work practice essays, emtala essays, scope of practice essays, jaworski essays, big george essays, lazear essays, good qualities essays, nonbeliever essays, sinc essays, angus essays, lally essays.
Password recovery email has been sent to [email protected]
Use your new password to log in
You are not register!
By clicking Register, you agree to our Terms of Service and that you have read our Privacy Policy .
Now you can download documents directly to your device!
Check your email! An email with your password has already been sent to you! Now you can download documents directly to your device.
or Use the QR code to Save this Paper to Your Phone
The sample is NOT original!
Short on a deadline?
Don't waste time. Get help with 11% off using code - GETWOWED
No, thanks! I'm fine with missing my deadline
Don't Miss the Grand Prize: A $2,500 Office Depot/OfficeMax Card!
Topics cover education, technology, pop culture, sports, animals, and more.
Do your writers need some inspiration? If you’re teaching students to write a compare and contrast essay, a strong example is an invaluable tool. This round-up of our favorite compare and contrast essays covers a range of topics and grade levels, so no matter your students’ interests or ages, you’ll always have a helpful example to share. You’ll find links to full essays about education, technology, pop culture, sports, animals, and more. (Need compare-and-contrast essay topic ideas? Check out our big list of compare and contrast essay topics! )
When choosing a compare and contrast essay example to include on this list, we considered the structure. A strong compare and contrast essay begins with an introductory paragraph that includes background context and a strong thesis. Next, the body includes paragraphs that explore the similarities and differences. Finally, a concluding paragraph restates the thesis, draws any necessary inferences, and asks any remaining questions.
A compare and contrast essay example can be an opinion piece comparing two things and making a conclusion about which is better. For example, “Is Tom Brady really the GOAT?” It can also help consumers decide which product is better suited to them. Should you keep your subscription to Hulu or Netflix? Should you stick with Apple or explore Android? Here’s our list of compare and contrast essay samples categorized by subject.
Private school vs. public school.
Sample lines: “Deciding whether to send a child to public or private school can be a tough choice for parents. … Data on whether public or private education is better can be challenging to find and difficult to understand, and the cost of private school can be daunting. … According to the most recent data from the National Center for Education Statistics, public schools still attract far more students than private schools, with 50.7 million students attending public school as of 2018. Private school enrollment in the fall of 2017 was 5.7 million students, a number that is down from 6 million in 1999.”
Read the full essay: Private School vs. Public School at U.S. News and World Report
Sample lines: “Home schooling, not a present threat to public education, is nonetheless one of the forces that will change it. If the high estimates of the number of children in home schools (1.2 million) is correct, then the home-schooling universe is larger than the New York City public school system and roughly the size of the Los Angeles and Chicago public school systems combined. … Critics charge that three things are wrong with home schooling: harm to students academically; harm to society by producing students who are ill-prepared to function as democratic citizens and participants in a modern economy; and harm to public education, making it more difficult for other parents to educate their children. … It is time to ask whether home schooling, charters, and vouchers should be considered parts of a broad repertoire of methods that we as a society use to educate our children.”
Read the full essay: Homeschool vs. Public School: How Home Schooling Will Change Public Education at Brookings
Sample lines: “The three main types of parenting are on a type of ‘sliding scale’ of parenting, with permissive parenting as the least strict type of parenting. Permissive parenting typically has very few rules, while authoritarian parenting is thought of as a very strict, rule-driven type of parenting.”
Read the full essay: What Is Authoritative Parenting? at Healthline
Sample lines: “Face masks can prevent the spread of the virus SARS-CoV-2. … However, covering the lower half of the face reduces the ability to communicate. Positive emotions become less recognizable, and negative emotions are amplified. Emotional mimicry, contagion, and emotionality in general are reduced and (thereby) bonding between teachers and learners, group cohesion, and learning—of which emotions are a major driver. The benefits and burdens of face masks in schools should be seriously considered and made obvious and clear to teachers and students.”
Read the full essay: Masked Education? The Benefits and Burdens of Wearing Face Masks in Schools During the Pandemic at National Library of Medicine
Sample lines: “In recent years, book bans have soared in schools, reaching an all-time high in fall 2022. … The challenge of balancing parent concerns about ‘age appropriateness’ against the imperative of preparing students to be informed citizens is still on the minds of many educators today. … Such curricular decision-making should be left to the professionals, argues English/language arts instructional specialist Miriam Plotinsky. ‘Examining texts for their appropriateness is not a job that noneducators are trained to do,’ she wrote last year, as the national debate over censorship resurged with the news that a Tennessee district banned the graphic novel Maus just days before Holocaust Remembrance Day.”
Read the full essay: To Ban or Not: What Should We Really Make of Book Bans? at Education Week
Netflix vs. hulu 2023: which is the best streaming service.
Sample lines: “Netflix fans will point to its high-quality originals, including The Witcher , Stranger Things , Emily in Paris , Ozark , and more, as well as a wide variety of documentaries like Cheer , The Last Dance , My Octopus Teacher , and many others. It also boasts a much larger subscription base, with more than 222 million subscribers compared to Hulu’s 44 million. Hulu, on the other hand, offers a variety of extras such as HBO and Showtime—content that’s unavailable on Netflix. Its price tag is also cheaper than the competition, with its $7/mo. starting price, which is a bit more palatable than Netflix’s $10/mo. starting price.”
Read the full essay: Netflix vs. Hulu 2023: Which is the best streaming service? at TV Guide
Sample lines: “In the past, we would have to drag around heavy books if we were really into reading. Now, we can have all of those books, and many more, stored in one handy little device that can easily be stuffed into a backpack, purse, etc. … Many of us still prefer to hold an actual book in our hands. … But, whether you use a Kindle or prefer hardcover books or paperbacks, the main thing is that you enjoy reading. A story in a book or on a Kindle device can open up new worlds, take you to fantasy worlds, educate you, entertain you, and so much more.”
Read the full essay: Kindle vs. Hardcover: Which is easier on the eyes? at Books in a Flash
Sample lines: “The iPhone vs. Android comparison is a never-ending debate on which one is best. It will likely never have a real winner, but we’re going to try and help you to find your personal pick all the same. iOS 17 and Android 14—the latest versions of the two operating systems—both offer smooth and user-friendly experiences, and several similar or identical features. But there are still important differences to be aware of. … Owning an iPhone is a simpler, more convenient experience. There’s less to think about. … Android-device ownership is a bit harder. … Yet it’s simultaneously more freeing, because it offers more choice.”
Read the full essay: iPhone vs. Android: Which is better for you? at Tom’s Guide
Sample lines: “Cord-cutting has become a popular trend in recent years, thanks to the rise of streaming services. For those unfamiliar, cord cutting is the process of canceling your cable subscription and instead, relying on streaming platforms such as Netflix and Hulu to watch your favorite shows and movies. The primary difference is that you can select your streaming services à la carte while cable locks you in on a set number of channels through bundles. So, the big question is: should you cut the cord?”
Read the full essay: Cutting the cord: Is streaming or cable better for you? at BroadbandNow
Sample lines: “The crux of the comparison comes down to portability versus power. Being able to migrate fully fledged Nintendo games from a big screen to a portable device is a huge asset—and one that consumers have taken to, especially given the Nintendo Switch’s meteoric sales figures. … It is worth noting that many of the biggest franchises like Call of Duty, Madden, modern Resident Evil titles, newer Final Fantasy games, Grand Theft Auto, and open-world Ubisoft adventures like Assassin’s Creed will usually skip Nintendo Switch due to its lack of power. The inability to play these popular games practically guarantees that a consumer will pick up a modern system, while using the Switch as a secondary device.”
Read the full essay: PS5 vs. Nintendo Switch at Digital Trends
Sample lines: “Have you ever wondered what is the difference between Facebook and Instagram? Instagram and Facebook are by far the most popular social media channels used by digital marketers. Not to mention that they’re also the biggest platforms used by internet users worldwide. So, today we’ll look into the differences and similarities between these two platforms to help you figure out which one is the best fit for your business.”
Read the full essay: What is the difference between Facebook and Instagram? at SocialBee
Sample lines: “In short, digital watches use an LCD or LED screen to display the time. Whereas, an analog watch features three hands to denote the hour, minutes, and seconds. With the advancement in watch technology and research, both analog and digital watches have received significant improvements over the years. Especially in terms of design, endurance, and accompanying features. … At the end of the day, whether you go analog or digital, it’s a personal preference to make based on your style, needs, functions, and budget.”
Read the full essay: Digital vs. Analog Watches—What’s the Difference? at Watch Ranker
Sample lines: “Art has always been a reflection of human creativity, emotion, and cultural expression. However, with the rise of artificial intelligence (AI), a new form of artistic creation has emerged, blurring the lines between what is created by human hands and what is generated by algorithms. … Despite the excitement surrounding AI Art, it also raises complex ethical, legal, and artistic questions that have sparked debates about the definition of art, the role of the artist, and the future of art production. … Regardless of whether AI Art is considered ‘true’ art, it is crucial to embrace and explore the vast possibilities and potential it brings to the table. The transformative influence of AI art on the art world is still unfolding, and only time will reveal its true extent.”
Read the full essay: AI Art vs. Human Art: A Side-by-Side Analysis at Raul Lara
Christina aguilera vs. britney spears.
Sample lines: “Britney Spears vs. Christina Aguilera was the Coke vs. Pepsi of 1999 — no, really, Christina repped Coke and Britney shilled for Pepsi. The two teen idols released debut albums seven months apart before the turn of the century, with Britney’s becoming a standard-bearer for bubblegum pop and Aguilera’s taking an R&B bent to show off her range. … It’s clear that Spears and Aguilera took extremely divergent paths following their simultaneous breakout successes.”
Read the full essay: Christina Aguilera vs. Britney Spears at The Ringer
Sample lines: “The world heard our fantasies and delivered us two titans simultaneously—we have been blessed with Ed Sheeran and Harry Styles. Our cup runneth over; our bounty is immeasurable. More remarkable still is the fact that both have released albums almost at the same time: Ed’s third, Divide , was released in March and broke the record for one-day Spotify streams, while Harry’s frenziedly anticipated debut solo, called Harry Styles , was released yesterday.”
Read the full essay: Harry Styles versus Ed Sheeran at Belfast Telegraph
Sample lines: “Based on the original story of the same name, this movie takes a completely different direction by choosing to break away from the cartoony form that Seuss had established by filming the movie in a live-action form. Whoville is preparing for Christmas while the Grinch looks down upon their celebrations in disgust. Like the previous film, The Grinch hatches a plan to ruin Christmas for the Who’s. … Like in the original Grinch, he disguises himself as Santa Claus, and makes his dog, Max, into a reindeer. He then takes all of the presents from the children and households. … Cole’s favorite is the 2000 edition, while Alex has only seen the original. Tell us which one is your favorite.”
Read the full essay: The Grinch: Three Versions Compared at Wooster School
Malcolm x vs. martin luther king jr.: comparison between two great leaders’ ideologies .
Sample lines: “Although they were fighting for civil rights at the same time, their ideology and way of fighting were completely distinctive. This can be for a plethora of reasons: background, upbringing, the system of thought, and vision. But keep in mind, they devoted their whole life to the same prospect. … Through boycotts and marches, [King] hoped to end racial segregation. He felt that the abolition of segregation would improve the likelihood of integration. Malcolm X, on the other hand, spearheaded a movement for black empowerment.”
Read the full essay: Malcolm X vs. Martin Luther King Jr.: Comparison Between Two Great Leaders’ Ideologies at Melaninful
Sample lines: “The contrast is even clearer when we look to the future. Trump promises more tax cuts, more military spending, more deficits and deeper cuts in programs for the vulnerable. He plans to nominate a coal lobbyist to head the Environmental Protection Agency. … Obama says America must move forward, and he praises progressive Democrats for advocating Medicare for all. … With Obama and then Trump, Americans have elected two diametrically opposed leaders leading into two very different directions.”
Read the full essay: Contrast Between Obama and Trump Has Become Clear at Chicago Sun-Times
Lebron james vs. kobe bryant: a complete comparison.
Sample lines: “LeBron James has achieved so much in his career that he is seen by many as the greatest of all time, or at least the only player worthy of being mentioned in the GOAT conversation next to Michael Jordan. Bridging the gap between Jordan and LeBron though was Kobe Bryant, who often gets left out of comparisons and GOAT conversations. … Should his name be mentioned more though? Can he compare to LeBron or is The King too far past The Black Mamba in historical rankings already?”
Read the full essay: LeBron James vs. Kobe Bryant: A Complete Comparison at Sportskeeda
Sample lines: “Tom Brady and Peyton Manning were largely considered the best quarterbacks in the NFL for the majority of the time they spent in the league together, with the icons having many head-to-head clashes in the regular season and on the AFC side of the NFL Playoffs. Manning was the leader of the Indianapolis Colts of the AFC South. … Brady spent his career as the QB of the AFC East’s New England Patriots, before taking his talents to Tampa Bay. … The reality is that winning is the most important aspect of any career, and Brady won more head-to-head matchups than Manning did.”
Read the full essay: NFL: Tom Brady vs. Peyton Manning Rivalry Comparison at Sportskeeda
Sample lines: “The Celtics are universally considered as the greatest franchise in NBA history. But if you take a close look at the numbers, there isn’t really too much separation between them and their arch-rival Los Angeles Lakers. In fact, you can even make a good argument for the Lakers. … In 72 seasons played, the Boston Celtics have won a total of 3,314 games and lost 2,305 or a .590 winning mark. On the other hand, the Los Angeles Lakers have won 3,284 of 5,507 total games played or a slightly better winning record of .596. … But while the Lakers have the better winning percentage, the Celtics have the advantage over them in head-to-head competition.”
Read the full essay: The Greatest NBA Franchise Ever: Boston Celtics or Los Angeles Lakers? at Sport One
Sample lines: “Is soccer better than football? Soccer and football lovers have numerous reasons to support their sport of choice. Both keep the players physically fit and help to bring people together for an exciting cause. However, soccer has drawn more numbers globally due to its popularity in more countries.”
Read the full essay: Is Soccer Better Than Football? at Sports Brief
Mobile home vs. tiny house: similarities, differences, pros & cons.
Sample lines: “Choosing the tiny home lifestyle enables you to spend more time with those you love. The small living space ensures quality bonding time rather than hiding away in a room or behind a computer screen. … You’ll be able to connect closer to nature and find yourself able to travel the country at any given moment. On the other hand, we have the mobile home. … They are built on a chassis with transportation in mind. … They are not built to be moved on a constant basis. … While moving the home again *is* possible, it may cost you several thousand dollars.”
Read the full essay: Mobile Home vs. Tiny House: Similarities, Differences, Pros & Cons at US Mobile Home Pros
Sample lines: “It is clear that both stores have very different stories and aims when it comes to their customers. Whole Foods looks to provide organic, healthy, exotic, and niche products for an audience with a very particular taste. … Walmart, on the other hand, looks to provide the best deals, every possible product, and every big brand for a broader audience. … Moreover, they look to make buying affordable and accessible, and focus on the capitalist nature of buying.”
Read the full essay: Whole Foods vs. Walmart: The Story of Two Grocery Stores at The Archaeology of Us
Sample lines: “The key difference between artificial grass and turf is their intended use. Artificial turf is largely intended to be used for sports, so it is shorter and tougher. On the other hand, artificial grass is generally longer, softer and more suited to landscaping purposes. Most homeowners would opt for artificial grass as a replacement for a lawn, for example. Some people actually prefer playing sports on artificial grass, too … artificial grass is often softer and more bouncy, giving it a feel similar to playing on a grassy lawn. … At the end of the day, which one you will choose will depend on your specific household and needs.”
Read the full essay: Artificial Grass vs. Turf: The Real Differences Revealed at Almost Grass
Sample lines: “Maximalists love shopping, especially finding unique pieces. They see it as a hobby—even a skill—and a way to express their personality. Minimalists don’t like shopping and see it as a waste of time and money. They’d instead use those resources to create memorable experiences. Maximalists desire one-of-a-kind possessions. Minimalists are happy with duplicates—for example, personal uniforms. … Minimalism and maximalism are about being intentional with your life and belongings. It’s about making choices based on what’s important to you.”
Read the full essay: Minimalism vs. Maximalism: Differences, Similarities, and Use Cases at Minimalist Vegan
Sample lines: “You’ve heard buzz over the years that following a vegetarian diet is better for your health, and you’ve probably read a few magazine articles featuring a celeb or two who swore off meat and animal products and ‘magically’ lost weight. So does ditching meat automatically equal weight loss? Will it really help you live longer and be healthier overall? … Vegetarians appear to have lower low-density lipoprotein cholesterol levels, lower blood pressure and lower rates of hypertension and type 2 diabetes than meat eaters. Vegetarians also tend to have a lower body mass index, lower overall cancer rates and lower risk of chronic disease. But if your vegetarian co-worker is noshing greasy veggie burgers and fries every day for lunch, is he likely to be healthier than you, who always orders the grilled salmon? Definitely not!”
Read the full essay: Vegetarian vs. Meat Eating: Is It Better To Be a Vegetarian? at WebMD
Similarities and differences between the health systems in australia & usa.
Sample lines: “Australia and the United States are two very different countries. They are far away from each other, have contrasting fauna and flora, differ immensely by population, and have vastly different healthcare systems. The United States has a population of 331 million people, compared to Australia’s population of 25.5 million people.”
Read the full essay: Similarities and Differences Between the Health Systems in Australia & USA at Georgia State University
Sample lines: “Disadvantages of universal healthcare include significant upfront costs and logistical challenges. On the other hand, universal healthcare may lead to a healthier populace, and thus, in the long-term, help to mitigate the economic costs of an unhealthy nation. In particular, substantial health disparities exist in the United States, with low socio-economic status segments of the population subject to decreased access to quality healthcare and increased risk of non-communicable chronic conditions such as obesity and type II diabetes, among other determinants of poor health.”
Read the full essay: Universal Healthcare in the United States of America: A Healthy Debate at National Library of Medicine
Sample lines: “Physician aid in dying is a controversial subject raising issues central to the role of physicians. … The two most common arguments in favor of legalizing AID are respect for patient autonomy and relief of suffering. A third, related, argument is that AID is a safe medical practice, requiring a health care professional. … Although opponents of AID offer many arguments ranging from pragmatic to philosophical, we focus here on concerns that the expansion of AID might cause additional, unintended harm through suicide contagion, slippery slope, and the deaths of patients suffering from depression.”
Read the full essay: Pros and Cons of Physician Aid in Dying at National Library of Medicine
Compare and contrast paragraph—dogs and cats.
Sample lines: “Researchers have found that dogs have about twice the number of neurons in their cerebral cortexes than what cats have. Specifically, dogs had around 530 million neurons, whereas the domestic cat only had 250 million neurons. Moreover, dogs can be trained to learn and respond to our commands, but although your cat understands your name, and anticipates your every move, he/she may choose to ignore you.”
Read the full essay: Compare and Contrast Paragraph—Dogs and Cats at Proofwriting Guru via YouTube
Sample lines: “Horses are prey animals with a deep herding instinct. They are highly sensitive to their environment, hyper aware, and ready to take flight if needed. Just like dogs, some horses are more confident than others, but just like dogs, all need a confident handler to teach them what to do. Some horses are highly reactive and can be spooked by the smallest things, as are dogs. … Another distinction between horses and dogs … was that while dogs have been domesticated , horses have been tamed. … Both species have influenced our culture more than any other species on the planet.”
Read the full essay: Giddyup! The Differences Between Horses and Dogs at Positively Victoria Stilwell
Sample lines: “Although the words ‘exotic’ and ‘wild’ are frequently used interchangeably, many people do not fully understand how these categories differ when it comes to pets. ‘A wild animal is an indigenous, non-domesticated animal, meaning that it is native to the country where you are located,’ Blue-McLendon explained. ‘For Texans, white-tailed deer, pronghorn sheep, raccoons, skunks, and bighorn sheep are wild animals … an exotic animal is one that is wild but is from a different continent than where you live.’ For example, a hedgehog in Texas would be considered an exotic animal, but in the hedgehog’s native country, it would be considered wildlife.”
Read the full essay: Exotic, Domesticated, and Wild Pets at Texas A&M University
Sample lines: “The pros and cons of zoos often come from two very different points of view. From a legal standard, animals are often treated as property. That means they have less rights than humans, so a zoo seems like a positive place to maintain a high quality of life. For others, the forced enclosure of any animal feels like an unethical decision. … Zoos provide a protected environment for endangered animals, and also help in raising awareness and funding for wildlife initiatives and research projects. … Zoos are key for research. Being able to observe and study animals is crucial if we want to contribute to help them and repair the ecosystems. … Zoos are a typical form of family entertainment, but associating leisure and fun with the contemplation of animals in captivity can send the wrong signals to our children.”
Read the full essay: Should Zoos Be Banned? Pros & Cons of Zoos at EcoCation
Plus, if you liked these compare and contrast essay examples check out intriguing compare and contrast essay topics for kids and teens ..
Android vs. iPhone? Capitalism vs. communism? Hot dog vs. taco? Continue Reading
Copyright © 2024. All rights reserved. 5335 Gate Parkway, Jacksonville, FL 32256
A compare and contrast essay selects two or more items that are critically analyzed to demonstrate their differences and similarities. Here is a template for you that provides the general structure:
A range of example essays is presented below.
#1 jean piaget vs lev vygotsky essay.
1480 Words | 5 Pages | 10 References
(Level: University Undergraduate)
Thesis Statement: “This essay will critically examine and compare the developmental theories of Jean Piaget and Lev Vygotsky, focusing on their differing views on cognitive development in children and their influence on educational psychology, through an exploration of key concepts such as the role of culture and environment, scaffolding, equilibration, and their overall implications for educational practices..”
Thesis Statement: “The thesis of this analysis is that, despite the efficiency and control offered by authoritarian regimes, democratic systems, with their emphasis on individual freedoms, participatory governance, and social welfare, present a more balanced and ethically sound approach to governance, better aligned with the ideals of a just and progressive society.”
1190 Words | 5 Pages | 0 References
(Level: 4th Grade, 5th Grade, 6th Grade)
Thesis Statement: “While apples and oranges are both popular and nutritious fruits, they differ significantly in their taste profiles, nutritional benefits, cultural symbolism, and culinary applications.”
1525 Words | 5 Pages | 11 References
(Level: High School and College)
Thesis Statement: “The purpose of this essay is to examine and elucidate the complex and interconnected roles of genetic inheritance (nature) and environmental influences (nurture) in shaping human development across various domains such as physical traits, personality, behavior, intelligence, and abilities.”
1095 Words | 5 Pages | 7 Bibliographic Sources
(Level: 6th Grade, 7th Grade, 8th Grade)
Thesis Statement: “This essay explores the distinctive characteristics, emotional connections, and lifestyle considerations associated with owning dogs and cats, aiming to illuminate the unique joys and benefits each pet brings to their human companions.”
I’ve recorded a full video for you on how to write a compare and contrast essay:
Get the Compare and Contrast Templates with AI Prompts Here
In the video, I outline the steps to writing your essay. Here they are explained below:
First, I recommend using my compare and contrast worksheet, which acts like a Venn Diagram, walking you through the steps of comparing the similarities and differences of the concepts or items you’re comparing.
I recommend selecting 3-5 features that can be compared, as shown in the worksheet:
Grab the Worksheet as Part of the Compare and Contrast Essay Writing Pack
Once you’ve completed the worksheet, you’re ready to start writing. Go systematically through each feature you are comparing and discuss the similarities and differences, then make an evaluative statement after showing your depth of knowledge:
Get the Rest of the Premium Compare and Contrast Essay Writing Pack (With AI Prompts) Here
Compare and contrast thesis statements can either:
To write an argumentative thesis statement for a compare and contrast essay, try this AI Prompts:
💡 AI Prompt to Generate Ideas I am writing a compare and contrast essay that compares [Concept 1] and [Concept2]. Give me 5 potential single-sentence thesis statements that pass a reasonable judgement.
Take action! Choose one of the following options to start writing your compare and contrast essay now:
Read Next: Process Essay Examples
Chris Drew (PhD)
Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]
Your email address will not be published. Required fields are marked *
Compare and Contrast two things
Identify the argument
Point-by-Point:
Introduction of two subjects for comparison (Paragraph 1). The Introductory paragraph explains to your readers why they will want to compare the two subjects, and reviews for them the points of comparison.
Conclusion of essay, highlighting the similarities and differences of the two subjects and giving overall recommendations as to which one is superior (better) for the audience.
Choose a topic you know a great deal about and can discuss at length. Think of your skills, hobbies, and interests.
Introduction, supplementary material.
Murooj Yousef, Sharyn Rundle-Thiele, Timo Dietrich, Advertising appeals effectiveness: a systematic literature review, Health Promotion International , Volume 38, Issue 4, August 2023, daab204, https://doi.org/10.1093/heapro/daab204
Positive, negative and coactive appeals are used in advertising. The evidence base indicates mixed results making practitioner guidance on optimal advertising appeals difficult. This study aims to identify the most effective advertising appeals and it seeks to synthesize relevant literature up to August 2019. Following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework a total of 31 studies were identified and analyzed. Emotional appeals, theory utilization, materials, results and quality were examined. Across multiple contexts, results from this review found that positive appeals were more often effective than coactive and negative appeals. Most studies examined fear and humour appeals, reflecting a literature skew towards the two emotional appeals. The Effective Public Health Practice Project framework was applied to assess the quality of the studies and identified that there remains opportunity for improvement in research design of advertising studies. Only one-third of studies utilized theory, signalling the need for more theory testing and application in future research. Scholars should look at increasing methodological strength by drawing more representative samples, establishing strong study designs and valid data collection methods. In the meantime, advertisers are encouraged to employ and test more positive and coactive advertising appeals.
Advertising appeals have witnessed an increase in research interest and scholarly attention in recent years. Studies investigate appeal effectiveness [e.g. ( Jordan et al. , 2015 ; Lee, 2018 )] and to a lesser extent systematic and meta-analytic studies attempting to synthesize results are evident ( O’Keefe and Jensen, 2009 ; Jenkin et al. , 2014 ; Hornik et al. , 2016 ). These studies however are limited in their focus [e.g. fear appeals ( Tannenbaum et al. , 2015 ; Esrick et al. , 2019 )], context [e.g. disease detection behaviours ( O’Keefe and Jensen, 2009 )], media type, [e.g. mass media ( Elder et al. , 2004 )] and comparison of general advertising appeal types [e.g. rational vs. emotional (fear and humour) vs. metaphor appeals ( Hornik et al. , 2017 )]. Taken together, a review of the literature indicates clear gaps requiring an evidence review focussed on synthesizing studies seeking to examine positive versus negatively framed advertising appeal effectiveness that are context free, not media specific, includes rational as well as emotional studies of different emotional valances (positive, negative and coactive), and extends the range of emotions examined beyond fear and humour which is heavily investigated in the literature. Given that negatively framed appeals dominate behaviour change and prevention studies, a systematic literature review that explores the effectiveness of different advertising approaches is important, timely and called for [e.g. ( Williams et al. , 2004 ; Armstrong, 2010 ; Hornik et al. , 2016 )].
Hornik et al. (Hornik et al. , 2016 ) based their meta-analytic review on rational, emotional (i.e. fear, humour and sex) and metaphor advertising appeals, limiting their results to specific appeal types. The current study seeks to build on their study, extending investigation to other appeals (e.g. coactive) to ascertain the extent these have been used effectively to deliver behaviour change. Following Hornik et al. (Hornik et al. , 2016 ), we argue that positive emotional advertising appeals are more effective in changing behaviour than negative and rational advertising appeals. However, in contrast to their study, we do not follow their general classification of appeals (i.e. rational, emotional and metaphor), but rather we include a wider set of studies that look at rational, emotional, positive, negative and coactive advertising appeals in different campaign contexts (e.g. social and commercial).
An advertising appeal refers to the use of persuasion strategies to attract attention, create relevance and memorability, raise awareness and induce action ( Armstrong, 2010 ). An advertising message can appeal to one’s cognition (i.e. rational appeals), emotions (i.e. emotional appeals) or both. Rational appeals rely on arguments, reason and facts to create persuasion ( Dahlen et al. , 2010 ). In contrast, emotional appeals seek to induce certain emotions in the audience to make the message memorable and more persuasive to take action ( Dahlen et al. , 2010 ). The emotional versus rational debate has been widely discussed with scholars exploring effectiveness in different advertising aims, contexts, business types and target audiences [see, e.g. ( Mattila, 1999 ; Matthes and Wonneberger, 2014 ; Akpinar and Berger, 2017 ; Moran and Bagchi, 2019 )]. Two recent meta-analytic studies identified that consumers respond more favourably to emotional appeals than they do to rational appeals ( Hornik et al. , 2016 , 2017 ).
Effectiveness of different emotional appeals utilized in advertising messages has also received attention. Emotional appeals can be classified as positive, negative or coactive based on the valance of emotion employed. Each emotional valence exerts different effects on judgement and therefore affects perceptions and behaviours differently ( Lerner and Keltner, 2000 ). The literature reports mixed results for advertising effectiveness when it comes to positive versus negative emotional appeals. For example, while fear appeals were found to generate defensive reactions ( Witte and Allen, 2000 ) and result in a boomerang effect for young adults ( Lennon et al. , 2010 ), other studies found negative appeals to be effective in creating behaviour change when compared to positive and neutral appeals ( Struckman‐Johnson et al. , 1994 ; Small and Verrochi, 2009 ; Tay, 2011 ; Sun, 2015 ). Neutral appeals are discussed mainly in charity advertising [see, e.g. ( Small and Verrochi, 2009 )], where positive and negative appeals are compared to neutral (no emotion) ads.
Positive emotional appeals are explored in the literature to a lesser extent reflecting their limited use in advertising campaigns focussed on health prevention and related contexts ( Tay, 2005 ; Dunstone et al. , 2017 ). Inducing positive emotions through advertising messages was found to yield more positive attitudes to the advertisement ( Lau-Gesk and Meyers-Levy, 2009 ), higher liking of the message ( Hornik et al. , 2017 ) and a stronger impact on behaviour than negative emotional appeals in multiple contexts such as safe driving ( Plant et al. , 2017 ), reducing binge drinking among college students ( Lee, 2018 ), encouraging environmental friendly behaviour ( Wang et al. , 2017 ; Skurka et al. , 2018 ), health behaviour ( Jordan et al. , 2015 ; Vaala et al. , 2016 ) and anti-cyber bullying ( Alhabash et al. , 2013 ). However, positive emotional appeals were found to be less effective for highly involved consumers ( Yoon and Tinkham, 2013 ) and for female audiences ( Noble et al. , 2014 ) when compared to low involved and male audiences respectively.
Recently there has been an interest in the literature in the use of coactive emotional appeals that seek to induce both positive and negative emotions simultaneously ( Nabi, 2015 ; Yoon, 2018 ). It is hypothesized that the use of a threat-relief emotional message by combining emotions like fear and humour will result in a stronger persuasion outcome ( Nabi, 2015 ). Positive emotions have the ability to reduce the defensive reactions that negative appeals generate, making them more effective in changing behaviour ( Mukherjee and Dubé, 2012 ; Bennett, 2015 ). Eckler and Bolls and Alhabash et al. found coactive appeals ( Eckler and Bolls, 2011 ; Alhabash et al. , 2013 ) to have a stronger impact than negative appeals but their work also indicated that coactive appeals are weaker than positive appeals. No known systematic or meta-analytic review has synthesized the effectiveness of coactive advertising appeals, signalling the need for a review study.
Emotion can be defined as the psychological reaction to an event, a memory and specific types of media ( Allen et al. , 2005 ). Emotions are usually provoked by an internal stimulus that generates a strong short-term reaction influencing one’s attitudes towards something ( Scherer, 2005 ). Wu et al. report that being exposed to an advertisement ( Wu et al. , 2018 ), even a very short exposure, will induce both strong and weak emotions. The type of emotions used in an advertisement will have different results for the audience. Using neural signal tools like heartrate monitors, Kaye et al. (Kaye et al. , 2016 ) found that negative advertisements stimulate respondents while positive advertisements result in a more relaxed feeling.
RQ1. Which emotional advertising appeal is more effective in creating behaviour change across different contexts?
There is no recent systematic review that looks beyond the context of advertising (e.g. health) and valance of emotions (e.g. fear appeals) to understand the effectiveness of positive versus negative and coactive advertising appeals. The aims of this systematic review study are two-fold. First, to highlight the most effective advertising appeal based on empirical research findings utilizing behavioural (e.g. driving speed) or behavioural proxy (e.g. intentions) measures up to August 2019. Second, this review analyses the quality of published studies in the field based on the Effective Public Health Practice Project (EPHPP) protocol to guide future research.
emotional appeals or emotion* based advertis* AND appeal* AND advertis* or public service announcement or psa or message or communication or strategy or promot* or campaign or experiment
In total, 2384 records were initially identified (see Figure 1 for a flowchart of the search process adopted). Due to the magnitude and focus of each database and its alignment with the search terms, there was variance in the number of records produced from each database. The downloaded records were collated using Endnote. First, all duplicate records were removed leaving a total of 1507 unique records. Second, unqualified records including conference and government reports, unidentifiable full text, as well as records not in English were removed. Finally, titles and abstracts of remaining records were assessed and classified into the exclusion criteria categories: studies using non advertising materials (e.g. news articles), non-emotional based advertising, non-experimental studies (e.g. content analysis and literature reviews), studies exploring only one type of appeal (i.e. negative, positive, mixed or rational), rational versus emotional appeal studies, message framing studies (e.g. gain vs. loss frame), studies lacking behaviour or intention measures of effectiveness.
Systematic search diagram using PRISMA process.
After application of the exclusion criteria, a total of 25 articles undertaking a direct comparative evaluation of the effectiveness of positive and negative appeals were identified. Next, backward and forward searching using authors’ names, Google Scholar and reference lists were completed. A further six articles were identified. In total, 31 articles were analysed. The full list of papers can be found in Supplementary Appendix A .
The included studies were analysed in terms of (i) the employed materials, (ii) study characteristics and results and, (iii) study quality.
Each study’s stimulus was screened to determine the type of media (e.g. video, print, audio), the type of emotion (e.g. fear, guilt, happiness), the target issue (e.g. health behaviour, safe driving, environmental behaviour) and the type of appeals tested (e.g. positive, negative, coactive, rational appeals). This categorized studies based on the type of stimulus used to identify patterns and examine appeal effectiveness.
The 31 identified studies were analysed based on their sample size, sample characteristics (e.g. age and gender), data collection methods (e.g. self-report or objective measures), data collection time points (e.g. post exposure only, pre and post exposure or after a delayed period of time), the employed theory (if any) and mediators and moderator measures of effectiveness. Study outcome measures that were set to warrant inclusion in the review were restricted to behaviour or behavioural intention measures. Studies were excluded if an outcome evaluation was not undertaken to examine advertising effectiveness. For included studies, results were categorized based on the most effective appeal, namely (i) positive, (ii) negative, (iii) no difference/inconclusive or (iv) mixed if positive and negative appeals were found to be effective for different cohorts.
The quality of the included studies was assessed using the EPHPP quality assessment tool for quantitative studies ( Effective Public Health Practice Project, 2019 ). The EPHPP tool is suitable for evaluating multiple study designs ( Deeks et al. , 2003 ) and has been used to assess the quality of advertising studies in previous reviews ( Becker and Midoun, 2016 ). The assessment tool is valid ( Thomas et al. , 2004 ; Jackson and Waters, 2005 ) and suitable for use in systematic reviews examining effectiveness ( Deeks et al. , 2003 ). Each study was rated using six EPHPP criteria: (i) selection bias—how representative the sample is of the target population; (ii) study design—the likelihood of bias due to the allocation process in the study; (iii) confounders—the extent to which groups were balanced at baseline with respect to confounding variables; (iv) blinding—whether participants were aware of the study objectives and researchers participating in the study were aware of each group participation status; (v) data collection—whether study measures were valid and reliable and (vi) withdrawals and drop outs—the percentage of participants remaining in the study at the final data collection period in all groups ( Thomas et al. , 2004 ). Each individual aspect is rated as weak, moderate or strong and an overall rating is applied to each study ( Thomas et al. , 2004 ). All studies assessed through the EHPHH tool were rated by two researchers and inter-reliability scores exceeded the 80% threshold. Discrepancies were discussed and resolved with all three authors.
In total, 31 studies qualified for inclusion. More than half of studies were from the United States [ n = 18; e.g. ( Alhabash et al. , 2013 ; Bleakley et al. , 2015 )], followed by Australia [ n = 5; e.g. ( Noble et al. , 2014 ; Kaye et al. , 2016 )], the rest ( n = 8) were from Canada ( Tay, 2011 ), United Kingdom ( Eckler and Bolls, 2011 ), Germany ( Jäger and Eisend, 2013 ), Belgium ( Faseur and Geuens, 2010 ), Netherlands ( Hendriks et al. , 2014 ), China ( Wang et al. , 2017 ), Taiwan ( Wu et al. , 2018 ) and South Korea ( Sun, 2015 ) (see Figure 2 for study locations). Most studies addressed social issues ( n = 28) such as safe driving ( Lewis et al. , 2008 ; Taute et al. , 2011 ; Tay, 2011 ; Jäger and Eisend, 2013 ; Previte et al. , 2015 ; Kaye et al. , 2016 ; Plant et al. , 2017 ), charity donations ( Small and Verrochi, 2009 ; Faseur and Geuens, 2010 ; Kemp et al. , 2013 ; Cao and Jia, 2017 ; Zemack-Rugar and Klucarova-Travani, 2018 ), health ( Struckman‐Johnson et al. , 1994 ; Lee and Ferguson, 2002 ; Passyn and Sujan, 2006 ; Hendriks et al. , 2014 ; Bleakley et al. , 2015 ; Jordan et al. , 2015 ; Vaala et al. , 2016 ; Thainiyom and Elder, 2017 ; Lee, 2018 ), the environment ( Yoon and Tinkham, 2013 ; Noble et al. , 2014 ; Wang et al. , 2017 ; Skurka et al. , 2018 ), organ donation ( Rodrigue et al. , 2014 ; Sun, 2015 ) and cyberbullying ( Alhabash et al. , 2013 ). Three studies were undertaken in commercial settings with authors examining toothbrush, influenza vaccine, alcohol, cars and insurance advertisements ( Brooker, 1981 ; Eckler and Bolls, 2011 ; Wu et al. , 2018 ) (see Figure 3 ).
Location of included studies.
Studies by targeted issue.
Most studies looked at positive versus negative advertising appeals [ n = 19; e.g. ( Kemp et al. , 2013 ; Kaye et al. , 2016 )], only two studies included positive, negative and coactive appeals ( Eckler and Bolls, 2011 ; Alhabash et al. , 2013 ), while the rest incorporated a rational [ n = 8; e.g. ( Sun, 2015 ; Skurka et al. , 2018 )] or neutral appeal [ n = 2 ( Small and Verrochi, 2009 ; Zemack-Rugar and Klucarova-Travani, 2018 ); see Figure 4 ] in their tests. In terms of emotions, fear versus humour was most frequently examined with 12 (38%) studies comparing the two emotions [e.g. ( Tay, 2011 ; Vaala et al. , 2016 )]. Of all tested emotional appeals, fear was the most studied appeal (48%) followed by humour (45%). Positive emotions such as pride ( Kemp et al., 2013 ; Noble et al. , 2014 ; Wang et al. , 2017 ), hope ( Rodrigue et al. , 2014 ; Thainiyom and Elder, 2017 ), love ( Previte et al. , 2015 ) and a range of negative emotions such as disgust ( Hendriks et al. , 2014 ), anger ( Rodrigue et al. , 2014 ), shame ( Previte et al. , 2015 ), regret ( Taute et al. , 2011 ) and guilt ( Noble et al. , 2014 ) were also considered. Seven studies did not specify which positive and negative emotions were tested ( Faseur and Geuens, 2010 ; Eckler and Bolls, 2011 ; Alhabash et al. , 2013 ; Sun, 2015 ; Kaye et al. , 2016 ; Plant et al. , 2017 ; Wu et al. , 2018 ).
Studies by the tested appeals.
Only three studies utilized objective data collection tools. Objective outcome data included GPS speed trackers ( Kaye et al. , 2016 ), driving stimulators ( Plant et al. , 2017 ) and donation amounts ( Small and Verrochi, 2009 ). The rest of the studies relied on self-reported measures [ n = 28; e.g. ( Jäger and Eisend, 2013 ; Skurka et al. , 2018 ; Wu et al. , 2018 )]. The majority of studies ( n = 24) collected data post exposure only [e.g. ( Taute et al. , 2011 ; Sun, 2015 )]. Four studies included a post exposure and a follow-up data collection time point after a delayed period of time ( Passyn and Sujan, 2006 ; Lewis et al. , 2008 ; Hendriks et al. , 2014 ; Plant et al. , 2017 ). Two studies collected data pre and post exposure ( Rodrigue et al. , 2014 ; Previte et al. , 2015 ) and only one study collected data at pre, post and follow-up time points ( Kaye et al. , 2016 ).
Only 35% of studies were guided by theories. Theories that were reported included the Elaboration Likelihood Model ( Lewis et al. , 2008 ), Extended Parallel Process Model ( Tay, 2011 ), Theory of Planned Behaviour ( Hendriks et al. , 2014 ), Affect as Information Theory ( Taute et al. , 2011 ) and other theories (see Supplementary Appendix A ).
The aim of this systematic review was to highlight effective advertising appeals. This is based on the ability of the appeal to influence behaviour or behavioural intentions significantly ( P < 0.05) in the desired direction (e.g. reduce drink driving). The results of the 31 included studies indicate that positive advertising appeals are slightly more effective than negative and coactive advertising appeals. It is important to note there is evidence of effectiveness for all appeal types and each context and target audience differ in appeal effectiveness requiring pre-testing and examination prior appeal consideration. Thirty-five per cent ( n = 11) of studies reported positive appeals to be more effective ( Brooker, 1981 ; Eckler and Bolls, 2011 ; Alhabash et al. , 2013 ; Rodrigue et al. , 2014 ; Previte et al. , 2015 ; Sun, 2015 ; Plant et al. , 2017 ; Wang et al. , 2017 ; Lee, 2018 ; Wu et al. , 2018 ; Zemack-Rugar and Klucarova-Travani, 2018 ), while 26% ( n = 8) reported negative appeals to have a stronger persuasion effect than positive appeals ( Struckman‐Johnson et al. , 1994 ; Small and Verrochi, 2009 ; Tay, 2011 ; Hendriks et al. , 2014 ; Noble et al. , 2014 ; Bleakley et al. , 2015 ; Kaye et al. , 2016 ). Nineteen per cent of studies ( n = 6) showed mixed results. Where mixed results were reported the mixed outcomes occurred as a result of range of factors including gender ( Kemp et al. , 2013 ; Thainiyom and Elder, 2017 ), connection to others ( Faseur and Geuens, 2010 ), prior attitudes ( Jäger and Eisend, 2013 ), time of assessment after exposure ( Lewis et al. , 2008 ), issue involvement ( Yoon and Tinkham, 2013 ) and psychological involvement ( Cao and Jia, 2017 ). Five studies (16%) did not find any significant differences in effectiveness between positive and negative appeals ( Passyn and Sujan, 2006 ; Thainiyom and Elder, 2017 ; Skurka et al. , 2018 ). Finally, only one study reported inconclusive results due to unrepresentative sample ( Lee and Ferguson, 2002 ). Figure 5 showcase results of the included studies.
Results supporting different appeals effectiveness or reporting mixed, indifferent or inconclusive results.
A quality assessment of the identified papers was conducted using the EPHPP tool (see Supplementary Appendix B ). Of the 31 included studies, 26 were assessed as weak in the global rating, five were assessed as moderate and none were assessed as strong. Selection bias was likely in many studies due to the use of student samples or bias to a geographical area. Only one study was somewhat likely to have a representative sample ( Skurka et al. , 2018 ). Five studies included a control group and randomly allocated participants into experimental groups (e.g. positive and negative stimuli) therefore these were assessed as strong in terms of study design ( Struckman‐Johnson et al. , 1994 ; Bleakley et al. , 2015 ; Jordan et al. , 2015 ; Vaala et al., 2016 ; Skurka et al. , 2018 ). Six were assessed as moderate ( Lewis et al. , 2008 ; Hendriks et al. , 2014 ; Previte et al. , 2015 ; Sun, 2015 ; Kaye et al. , 2016 ; Plant et al. , 2017 ), while the rest ( n = 20) were weak due to their cross sectional nature [e.g. ( Alhabash et al. , 2013 ; Jäger and Eisend, 2013 )].
In terms of confounders, about one-third of studies ( n = 10, 32%) reported either no baseline differences between groups or controlled for at least 80% of relevant confounders resulting in a strong rating. The rest of the studies ( n = 21) did not report potential confounders or account for confounds during analysis and were therefore assessed as weak [e.g. ( Alhabash et al. , 2013 ; Bleakley et al. , 2015 ; Lee, 2018 )]. Only two studies (10%) clearly reported that both the assessors and participants were not blinded in the experiment resulting in a weak rating ( Rodrigue et al. , 2014 ; Plant et al. , 2017 ). The rest of the studies ( n = 29, 87%) were rated as moderate as it was not clear if the participants and assessors were blinded or not. In terms of data collection methods, over half of the included studies ( n = 19, 61%) did not provide evidence of the validity of the reported measures and were therefore assessed as weak.
Two studies were assessed as moderate in their data collection method as they reported on validity but not reliability of the measures ( Jordan et al. , 2015 ; Plant et al. , 2017 ), while the rest ( n = 10, 32%) were rated strong for providing evidence of the validity and reliability of the reported outcomes measures [e.g. ( Kemp et al. , 2013 ; Noble et al. , 2014 ; Sun, 2015 ; Kaye et al. , 2016 )]. For the retention rate of participants, only two programs were assessed as strong with more than 80% completing the experiment ( Kaye et al. , 2016 ; Plant et al. , 2017 ). The rest were rated as moderate due to the lack of retention rate reporting [e.g. ( Jäger and Eisend, 2013 )], low completion rate [e.g. ( Rodrigue et al. , 2014 ; Jordan et al. , 2015 )] or due to the post exposure nature of studies where retention rate is not applicable [e.g. ( Faseur and Geuens, 2010 )].
The aims of this study were two-fold. This study aimed to identify which appeal type (positive, negative and/or coactive) was most likely to change social and commercial behaviour and to assess the quality of studies reported in peer review literature. This is the first known systematic review that is not limited to an emotion, appeal type, context or media. Our findings extend understanding in three key ways. First, this article extends understanding of appeal effectiveness with consideration of the effectiveness of coactive appeals. Second, it examines the extent of theory and emotion use in the included studies. Third, it assesses study quality identifying how researchers can enhance the evidence base by improving study quality.
Consistent with the literature ( Jenkin et al. , 2014 ; Hornik et al. , 2016 ) our findings confirm a slight persuasive advantage of positive advertising appeals over negative appeals. Positive appeals are able to increase consumers’ perceived response efficacy more than negative appeals ( Zemack-Rugar and Klucarova-Travani, 2018 ); help consumers realize the rewards of the promoted behaviour [e.g. moderate alcohol consumption ( Previte et al. , 2015 )]; induce positive attitudes—more than negative and coactive appeals—and therefore affect behavioural intentions positively ( Eckler and Bolls, 2011 ; Wang et al. , 2017 ). According to studies synthesized in the present review, positive appeals yield higher acceptance of the advertising message ( Alhabash et al. , 2013 ) by creating a positive climate in which messages may be received ( Brooker, 1981 ), reducing reactance [e.g. skipping, ignoring, backlash or resisting ( Wu et al. , 2018 )] and increasing message liking ( Lee, 2018 ). Further outcomes accruing from positive appeals include illustration of positive benefits of the promoted behaviour by inducing empathy and reducing guilt ( Rodrigue et al. , 2014 ).
Negative appeals dominate social change practice and while evidence for effectiveness exists, there appears to be less support in comparison to positive and coactive appeals based on this study’s findings. Mixed results were also evident in other studies. For example, Kemp et al. argued that positive appeals are ( Kemp et al. , 2013 ) more persuasive with a male audience than a female audience, while Jäger and Eisend found participants with less ( Jäger and Eisend, 2013 ) favourable prior attitudes produce higher change in intentions to drink drive when exposed to positive emotional appeals.
The effectiveness of coactive appeals compared to single appeals was examined by 2 of the 31 included studies. Their findings suggest coactive appeals are less effective than positive appeals and more effective than negative appeals ( Eckler and Bolls, 2011 ; Alhabash et al. , 2013 ). Positive appeals require less cognitive processing, generate a general sense of pleasantness, are more likable and facilitate positive attitudes towards the advertisement making the advertised behaviour more appealing and taking action more tempting. On the contrary, the more negative an ad is, the less likable it is and the less likely viewers are to take action (i.e. share on social media). Therefore, coactive emotional appeals come in the middle, they are more effective than negative appeals but less effective than positive appeals ( Alhabash et al. , 2013 ). Interestingly, the two studies including coactive appeals in their experiments focused on viral sharing behaviour. Taking the target behaviour in consideration, their results can be interpreted more specifically. Previous studies found both emotional valence and arousal to affect content sharing and virality of advertisements ( Berger, 2011 ; Berger and Milkman, 2012 ). More specifically, content that are emotionally arousing (either positive or negative) are more likely to be shared with others than those less arousing. Furthermore, ads that are more positive in nature are more likely to be shared than negative ads ( Berger and Milkman, 2012 ). Moreover, the use of positive emotions along with negative emotions helps reduce the defensive responses of the audience resulting in a higher persuasion effect ( Mukherjee and Dubé, 2012 ). Hence, the studies included in this systematic review found coactive appeals to be more effective than negative appeals. When testing behaviour beyond sharing and virality, Yousef et al (2021) found positive appeals and coactive appeals to have similar effect on behaviour. Target audience plays a role in different appeals effectiveness, including coactive appeals. Studying advertising effect on young adults road safety perceptions and behaviour intentions, Yousef et al (2021) found coactive appeals to be more effective than single emotional appeals. The limited and mixed evidence for coactive appeals effectiveness is mainly due to the limited studies including such appeals in their experiments. More evidence is needed to determine coactive appeals effectiveness in other contexts and behaviours.
Over the years, advertising researchers have been under pressure to deliver relevant and practical findings that practitioners can follow and utilize ( Pitt et al. , 2005 ). It is argued that advertising research has formulated theories with ‘a high level of generality’ which makes them difficult to apply in practice ( Cornelissen and Lock, 2002 ). As a corollary, and due to the empirical nature of the included studies, these issues may have led to the limited application of theoretical frameworks. Pitt et al. (Pitt et al. , 2005 ) found only a minority of papers published in an 11-year period made explicit use of theories. Our findings confirm their research with more than half of the included studies lacking a theoretical base. Examples exist indicating how and where theory has been applied by researchers in intervention design, recruitment, implementation and evaluation [see ( Willmott et al. , 2019 )]. For example, Wadsworth and Hallam (Wadsworth and Hallam, 2010 ) applied social cognitive theory to an e-communication intervention identifying which theoretical constructs led to a physical activity increase. Theory did not only inform their study but was tested, refined and built on by the authors. This type of theory application can enhance study outcomes, better inform future research and systematically identify which theories are effective and for which audiences ( Willmott et al. , 2019 ).
Similarly, limited studies explored emotions beyond the heavily investigated emotions of fear and humour. Little is known about how other emotions effectiveness such as anger, disgust, guilt, love, joy and pride appeals deliver (or not) behavioural change. This reinforces past studies which have identified the limited use of emotions in advertising messages ( Tay, 2005 ; Dunstone et al. , 2017 ), not because other emotions are less effective but because there is limited evidence of effectiveness. When studies explore more emotions, new evidence emerges enabling practitioners to innovate and capture the attention of their audience. For example, Previte et al. ( Previte et al. , 2015 ) found a persuasive advantage for love and happiness (two emotions that are rarely examined in the advertising literature) over fear and shame appeals in moderate drinking advertising message, highlighting the potential of other emotions to yield desired results.
Study quality assessment frameworks provide tools to assess the quality of research. The stronger the study, the more the policy, practitioner and research community can rely on the study findings. This study applied the EPHPP quality assessment tool ( Effective Public Health Practice Project, 2019 ) to assess study quality. Of particular concern is that no one study overall was rated as strong in the current review. In general, the methodological quality of the included studies was low. In the absence of strong evidence any conclusions drawn in the present evidence review and earlier meta-analytic and systematic literature reviews should be interpreted with caution until stronger study designs emerge. Within the present review notable, methodological problems included selection biases, weak study designs and invalid data collection methods.
A common issue with sampling is the use of student samples and samples from a specific region for convenience, resulting in selection bias. While calls for adoption of probability sampling procedures in the academic literature have been made ( Plant et al. , 2011 ; Sarstedt et al. , 2018 ), limited adoption of non-probability sampling is evident. In the absence of replication across samples or regions his reduces the generality of these studies making them bound to their sample and regional characteristics. Furthermore, the use of cross-sectional study designs contributed to the overall weak rating for most studies in this review. Including only a post-test immediately after exposure to the tested advertisements can lead to different result compared to testing over a delayed period of time ( Lewis et al. , 2008 ) making the results incomplete and the findings less comprehensive. Researchers are encouraged to include more than one time point for data collection to measure behaviour change over time. Finally, the validity and reliability of data collection methods used in the included studies are mostly weak. This is a reflection of the limited use of theories, with more studies bringing in their own measures without testing their validity or reliability before conducting their evaluations. Future research should focus on increasing the validity of their studies by utilizing previously validated measures from the literature ( David and Rundle-Thiele, 2018 ). This makes the study easier to replicate and its findings more reliable. Taken together, future research should aim to address these issues and improve the methodological quality of advertising evaluation studies to enhance empirical evidence.
This study is restricted by several important limitations, which should be considered when interpreting the findings. First, the study is limited by the search parameters utilized and the study quality frameworks applied. For example, the review only includes studies that empirically test advertising appeal effectiveness (positive, negative, coactive), using behavioural measures (e.g. purchase intentions) that have been published in peer-reviewed English literature. Hence studies that rely on other measures (e.g. attitudes) or evaluate other message tactics (e.g. framing) and non-English and non-peer-reviewed studies, were excluded. Grey literature may contribute important information and future studies may benefit from examining these sources. The study focused mainly on emotional appeals, hence rational appeals were not included. Future reviews should compare rational and emotional appeals for more comprehensive findings. Second, due to the heterogeneity in the tested appeals, study populations and reporting of results, a meta-analysis was not possible, and a qualitative description of study outcomes was provided. Few studies included effect sizes and odds ratios, limiting our ability to compare effectiveness for the different advertising appeals. Third, results of the current review are collected from different contexts and behaviours and generalization of findings cannot be extended beyond this review. Moreover, pre-tests should be carried out before adopting any advertising appeal for any specific context, behaviour and target audience. Finally, based on the quality assessment of the included studies there is a clear absence of strong rigour experiments, hence any conclusions drawn in the present review should be interpreted with caution.
Future research should examine appeals effectiveness by utilising and applying advertising theories, investigating emotions beyond fear and humour in advertising appeals, increase the strength of their studies by following EPHPP guidelines, or other study quality frameworks, to design rigorous experiments and ensure that valid replicable analysis is reported. More effort should be made to draw representative samples, ensuring valid data collection methods and designing strong experiments that test effectiveness pre, post and after a delayed period of time following exposure. Furthermore, more studies should include coactive appeals in their evaluations to confirm their effectiveness compared to single appeal use as only a limited number of studies explored this type of appeal.
Future systematic literature reviews should build on this study by including other advertising tactics such as non-emotional appeals and gain and loss framing which can provide a wider picture of advertising effectiveness. Moving forward, consensus on advertising effectiveness outcome measures should be generated by the advertising research community. By agreeing on standard outcome measures, as occurs in tobacco control research, the research community could then advance understanding further via meta-analyses. Any effort that can reduce data transformation practices will serve to ensure synthesis studies can advance knowledge through delivery of the highest quality research that can inform policy and advertising practices.
This systematic review examined advertising appeals effectiveness based on the literature up to August 2019. Our findings support previous meta-analytic reviews in confirming positive appeals effectiveness over negative appeals. We extend on their findings however by including coactive advertising appeals. Across different contexts and behaviours, this review found positive appeals to be effective more often than negative appeals and coactive appeals. When all three appeals are studied, evidence suggest coactive appeals are more effective than negative appeals and less effective than positive appeals. Specifically, this review highlighted the scarce of theory use in advertising research signalling the need for more attention to embed theory into advertising design and evaluation. Moreover, a major concern raised by this review is the quality of the published papers. A greater focus should be made by authors to utilize valid data collection methods, representative samples and strong study designs. This research has contributed to a better understanding of advertising appeal effectiveness and may be of interest to policy makers, advertising professionals and designers and researchers who are interested in maximizing return on investment.
Supplementary material is available at Health Promotion International online.
Akpinar E. , Berger J. ( 2017 ) Viral marketing works best with emotional appeals . Journal of Marketing Research , 54 , 318 – 330 .
Google Scholar
Alhabash S. , McAlister A. R. , Hagerstrom A. , Quilliam E. T. , Rifon N. J. , Richards J. I. ( 2013 ) Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook . Cyberpsychology, Behavior and Social Networking , 16 , 175 – 182 .
Allen C. T. , Machleit K. A. , Schultz Kleine S. , Sahni Notani A. ( 2005 ) A place for emotion in attitude models . Journal of Business Research , 58 , 494 – 499 .
Armstrong J. S. ( 2010 ) Persuasive Advertising: Evidence-Based Principles . Palgrave Macmillan, London .
Google Preview
Becker S. J. , Midoun M. M. ( 2016 ) Effects of direct-to-consumer advertising on patient prescription requests and physician prescribing: a systematic review of psychiatry-relevant studies . The Journal of Clinical Psychiatry , 77 , e1293 – e1300 .
Bennett R. ( 2015 ) Individual characteristics and the arousal of mixed emotions: consequences for the effectiveness of charity fundraising advertisements . International Journal of Nonprofit & Voluntary Sector Marketing , 20 , 155 – 209 .
Berger J. ( 2011 ) Arousal increases social transmission of information . Psychological Science , 22 , 891 – 893 .
Berger J. , Milkman K. L. ( 2012 ) What makes online content viral? Journal of Marketing Research , 49 , 192 – 205 .
Bleakley A. , Jordan A. B. , Hennessy M. , Glanz K. , Strasser A. , Vaala S. ( 2015 ) Do emotional appeals in public service advertisements influence adolescents’ intention to reduce consumption of sugar-sweetened beverages? Journal of Health Communication , 20 , 938 – 948 .
Brooker G. ( 1981 ) A comparison of the persuasive effects of mild humor and mild fear appeals . Journal of Advertising , 10 , 29 – 40 .
Cao X. , Jia L. ( 2017 ) The effects of the facial expression of beneficiaries in charity appeals and psychological involvement on donation intentions . Nonprofit Management and Leadership , 27 , 457 – 473 .
Cornelissen J. P. , Lock A. R. ( 2002 ) Advertising research and its influence on managerial practice . Journal of Advertising Research , 42 , 50 – 55 .
Dahlen M. , Lange F. , Smith T. ( 2010 ) Marketing communications: a brand narrative approach. John Wiley & Sons, United States, New Jersey.
David P. , Rundle-Thiele S. ( 2018 ) Social marketing theory measurement precision: a theory of planned behaviour illustration . Journal of Social Marketing , 8 , 182 – 201 .
Deeks J. J. , Dinnes J. , D’Amico R. , Sowden A. J. , Sakarovitch C. , Song F. , et al. ; European Carotid Surgery Trial Collaborative Group . ( 2003 ) Evaluating non-randomised intervention studies . Health Technology Assessment (Winchester, England) , 7 , iii, 1 – 173 .
Dunstone K. , Brennan E. , Slater M. D. , Dixon H. G. , Durkin S. J. , Pettigrew S. et al. ( 2017 ) Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience . BMC Public Health , 17 , 13 .
Eckler P. , Bolls P. ( 2011 ) Spreading the virus: emotional tone of viral advertising and its effect on forwarding intentions and attitudes . Journal of Interactive Advertising , 11 , 1 – 11 .
Effective Public Health Practice Project . ( 2019 ) Quality assessment tool for quantitative studies. http://www.ephpp.ca/tools.html .
Elder R. W. , Shults R. A. , Sleet D. A. , Nichols J. L. , Thompson R. S. , Rajab W , et al. ( 2004 ) Effectiveness of mass media campaigns for reducing drinking and driving and alcohol-involved crashes: a systematic review . American Journal of Preventive Medicine , 27 , 57 – 65 .
Esrick J. , Kagan R. G. , Carnevale J. T. , Valenti M. , Rots G. , Dash K. ( 2019 ) Can scare tactics and fear-based messages help deter substance misuse: a systematic review of recent (2005–2017) research, Drugs-Education Prevention and Policy , 26 , 209 – 218 .
Estrada Y. , Lee T. K. , Huang S. , Tapia M. I. , Velazquez M. R. , Martinez M. J. et al. ( 2017 ) Parent-centered prevention of risky behaviors among hispanic youths in Florida . American Journal of Public Health , 107 , 607 – 613 .
Faseur T. , Geuens M. ( 2010 ) Communicating the right emotion to generate help for connected versus unconnected others . Communication Research , 37 , 498 – 521 .
Hendriks H. , van den Putte B. , de Bruijn G. J. ( 2014 ) Changing the conversation: the influence of emotions on conversational valence and alcohol consumption . Prevention Science , 15 , 684 – 693 .
Hornik J. , Ofir C. , Rachamim M. ( 2016 ) Quantitative evaluation of persuasive appeals using comparative meta-analysis . The Communication Review , 19 , 192 – 222 .
Hornik J. , Ofir C. , Rachamim M. ( 2017 ) Advertising appeals, moderators, and impact on persuasion: a quantitative assessment creates a hierarchy of appeals . Journal of Advertising Research , 57 , 305 – 318 .
Jackson N. , Waters E ; Promotion Guidelines for Systematic Reviews in Health and Taskforce Public Health . ( 2005 ) Criteria for the systematic review of health promotion and public health interventions . Health Promotion International , 20 , 367 – 374 .
Jäger T. , Eisend M. ( 2013 ) Effects of fear-arousing and humorous appeals in social marketing advertising: the moderating role of prior attitude toward the advertised behavior . Journal of Current Issues & Research in Advertising , 34 , 125 – 134 .
Jenkin G. , Madhvani N. , Signal L. , Bowers S. ( 2014 ) A systematic review of persuasive marketing techniques to promote food to children on television . Obesity Reviews , 15 , 281 – 293 .
Jordan A. , Bleakley A. , Hennessy M. , Vaala S. , Glanz K. , Strasser A. A. ( 2015 ) Sugar-sweetened beverage-related public service advertisements and their influence on parents . American Behavioral Scientist , 59 , 1847 – 1865 .
Kaye S. A. , Lewis I. , Algie J. , White M. J. ( 2016 ) Young drivers’ responses to anti-speeding advertisements: comparison of self-report and objective measures of persuasive processing and outcomes . Traffic Injury Prevention , 17 , 352 – 358 .
Kemp E. , Kennett-Hensel P. A. , Kees J. ( 2013 ) Pulling on the heartstrings: examining the effects of emotions and gender in persuasive appeals . Journal of Advertising , 42 , 69 – 79 .
Lau-Gesk L. , Meyers-Levy J. ( 2009 ) Emotional persuasion: when the valence versus the resource demands of emotions influence consumers’ attitudes . Journal of Consumer Research , 36 , 585 – 599 .
Lee M. J. ( 2018 ) College students’ responses to emotional anti-alcohol abuse media messages: should we scare or amuse them? Health Promotion Practice , 19 , 465 – 474 .
Lee M. J. , Ferguson M. A. ( 2002 ) Effects of anti-tobacco advertisements based on risk-taking tendencies: realistic fear vs. vulgar humor . Journalism & Mass Communication Quarterly , 79 , 945 – 963 .
Lennon R. , Rentfro R. , Bay O. ( 2010 ) Social marketing and distracted driving behaviors among young adults: the effectiveness of fear appeals . Academy of Marketing Studies Journal , 14 , 95 – 113 .
Lerner J. S. , Keltner D. ( 2000 ) Beyond valence: Toward a model of emotion-specific influences on judgement and choice . Cognition & Emotion , 14 , 473 – 493 .
Lewis I. , Watson B. , White K. M. ( 2008 ) An examination of message-relevant affect in road safety messages: should road safety advertisements aim to make us feel good or bad? Transportation Research Part F: Traffic Psychology and Behaviour , 11 , 403 – 417 .
Matthes J. , Wonneberger A. ( 2014 ) The skeptical green consumer revisited: testing the relationship between green consumerism and skepticism toward advertising . Journal of Advertising , 43 , 115 – 127 .
Mattila A. S. ( 1999 ) Do emotional appeals work for services? International Journal of Service Industry Management , 10 , 292 – 306 .
Moher D. , Liberati A. , Tetzlaff J. , Altman D. G. ; PRISMA Group . ( 2009 ) Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement . Annals of Internal Medicine , 151 , 264 – 269 .
Moran N. , Bagchi R. ( 2019 ) The power of emotional benefits: examining the role of benefit focus on donation behavior . Journal of Advertising , 48 , 284 – 291 .
Mukherjee A. , Dubé L. ( 2012 ) Mixing emotions: the use of humor in fear advertising . Journal of Consumer Behaviour , 11 , 147 – 161 .
Nabi R. L. ( 2015 ) Emotional flow in persuasive health messages . Health Communication , 30 , 114 – 124 .
Noble G. , Pomering A. , W. Johnson L. ( 2014 ) Gender and message appeal: their influence in a pro-environmental social advertising context . Journal of Social Marketing , 4 , 4 – 21 .
O’Keefe D. J. , Jensen J. D. ( 2009 ) The relative persuasiveness of gain-framed and loss-framed messages for encouraging disease detection behaviors: a meta-analytic review . Journal of Communication , 59 , 296 – 316 .
Passyn K. , Sujan M. ( 2006 ) Self accountability emotions and fear appeals: motivating behavior . Journal of Consumer Research , 32 , 583 – 589 .
Pitt L. F. , Berthon P. , Caruana A. , Berthon J.-P. ( 2005 ) The state of theory in three premier advertising journals: a research note . International Journal of Advertising , 24 , 241 – 249 .
Plant B. , Reeza F. , Irwin J. D. ( 2011 ) A systematic review of how anti-speeding advertisements are evaluated . Journal of the Australasian College of Road Safety , 22 , 18 .
Plant B. R. C. , Irwin J. D. , Chekaluk E. ( 2017 ) The effects of anti-speeding advertisements on the simulated driving behaviour of young drivers . Accident; Analysis and Prevention , 100 , 65 – 74 .
Previte J. , Russell-Bennett R. , Parkinson J. ( 2015 ) Shaping safe drinking cultures: evoking positive emotion to promote moderate-drinking behaviour . International Journal of Consumer Studies , 39 , 12 – 24 .
Rodrigue J. R. , Fleishman A. , Vishnevsky T. , Fitzpatrick S. , Boger M. ( 2014 ) Organ donation video messaging: differential appeal, emotional valence, and behavioral intention . Clinical Transplantation , 28 , 1184 – 1192 .
Sarstedt M. , Bengart P. , Shaltoni A. M. , Lehmann S. ( 2018 ) The use of sampling methods in advertising research: a gap between theory and practice . International Journal of Advertising , 37 , 650 – 663 .
Scherer K. R. ( 2005 ) What are emotions? And how can they be measured? Social Science Information , 44 , 695 – 729 .
Skurka C. , Niederdeppe J. , Romero-Canyas R. , Acup D. ( 2018 ) Pathways of influence in emotional appeals: benefits and tradeoffs of using fear or humor to promote climate change-related intentions and risk perceptions . Journal of Communication , 68 , 169 – 193 .
Small D. A. , Verrochi N. M. ( 2009 ) The face of need: facial emotion expression on charity advertisements . Journal of Marketing Research , 46 , 777 – 787 .
Struckman‐Johnson C. , Struckman‐Johnson D. , Gilliland R. C. , Ausman A. ( 1994 ) Effect of persuasive appeals in AIDS PSAs and condom commercials on intentions to use condoms 1, Journal of Applied Social Psychology , 24 , 2223 – 2244 .
Sun H. J. ( 2015 ) A study on the development of public campaign messages for organ donation promotion in Korea . Health Promotion International , 30 , 903 – 918 .
Tannenbaum M. B. , Hepler J. , Zimmerman R. S. , Saul L. , Jacobs S. , Wilson K. et al. ( 2015 ) Appealing to fear: a meta-analysis of fear appeal effectiveness and theories . Psychological Bulletin , 141 , 1178 – 1204 .
Taute H. A. , McQuitty S. , Sautter E. P. ( 2011 ) Emotional information management and responses to emotional appeals . Journal of Advertising , 40 , 31 – 43 .
Tay R. ( 2005 ) The effectiveness of enforcement and publicity campaigns on serious crashes involving young male drivers: are drink driving and speeding similar? Accident; Analysis and Prevention , 37 , 922 – 929 .
Tay R. ( 2011 ) Drivers’ perception of two seatbelt wearing advertisements with different emotional appeals and cultural settings . Journal of the Australasian College of Road Safety , 22 , 82 .
Thainiyom P. , Elder K. ( 2017 ) Emotional Appeals in HIV Prevention Campaigns: unintended stigma effects . American Journal of Health Behavior , 41 , 390 – 400 .
Thomas B. H. , Ciliska D. , Dobbins M. , Micucci S. ( 2004 ) A process for systematically reviewing the literature: providing the research evidence for public health nursing interventions . Worldviews on Evidence-Based Nursing , 1 , 176 – 184 .
Vaala S. E. , Bleakley A. , Hennessy M. , Jordan A. B. ( 2016 ) Weight stigmatization moderates the effects of sugar-sweetened beverage-related PSAs among US parents . Media Psychology , 19 , 534 – 560 .
Wadsworth D. D. , Hallam J. S. ( 2010 ) Effect of a web site intervention on physical activity of college females . American Journal of Health Behavior , 34 , 60 – 69 .
Wang J. M. , Bao J. , Wang C. C. , Wu L. C. ( 2017 ) The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures . Sustainable Cities and Society , 34 , 32 – 42 .
Williams C. L. , Grechanaia T. , Romanova O. , Komro K. A. , Perry C. L. , Farbakhsh K. ( 2001 ) Russian-American partners for prevention: adaptation of a school-based parent-child programme for alcohol use prevention . European Journal of Public Health , 11 , 314 – 321 .
Williams J. D. , Lee W.-N. , Haugtvedt C. P. ( 2004 ) Diversity in Advertising: Broadening the Scope of Research Directions . Psychology Press, Hove, East Sussex, United Kingdom .
Willmott T. , Pang B. , Rundle-Thiele S. , Badejo A. ( 2019 ) Reported theory use in electronic health weight management interventions targeting young adults: a systematic review . Health Psychology Review , 13 , 295 – 317 .
Witte K. , Allen M. ( 2000 ) A meta-analysis of fear appeals: implications for effective public health campaigns . Health Education & Behavior , 27 , 591 – 615 .
Wu C. H. , Sundiman D. , Kao S. C. , Chen C. H. ( 2018 ) Emotion induction in click intention of picture advertisement: a field examination . Journal of Internet Commerce , 17 , 356 – 382 .
Yoon H. J. ( 2018 ) Using humour to increase effectiveness of shameful health issue advertising: testing the effects of health worry level . International Journal of Advertising , 37 , 914 – 936 .
Yoon H. J. , Tinkham S. F. ( 2013 ) Humorous threat persuasion in advertising: The effects of humor, threat intensity, and issue involvement . Journal of Advertising , 42 , 30 – 41 .
Yousef M. , Dietrich T. , Rundle-Thiele S. ( 2021 ) Social advertising effectiveness in driving action: a study of positive, negative and coactive appeals on social media . International Journal of Environmental Research and Public Health , 18 , 5954 .
Yousef M. , Dietrich T. , Torrisi G. ( 2021 ) Positive, negative or both? Assessing emotional appeals effectiveness in anti-drink driving advertisements . Social Marketing Quarterly , 27 , 195 – 212 .
Zemack-Rugar Y. , Klucarova-Travani S. ( 2018 ) Should donation ads include happy victim images? The moderating role of regulatory focus . Marketing Letters , 29 , 421 – 434 .
Email alerts, citing articles via.
Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide
Sign In or Create an Account
This PDF is available to Subscribers Only
For full access to this pdf, sign in to an existing account, or purchase an annual subscription.
Quick links, netflix with ads is still really cheap, other platforms make password sharing easier, it's still hard to beat the netflix library, netflix has equal downloading and a couple of unique reminders, device compatibility is about equal across the board.
Like most streaming platforms, Netflix has been cracking down on password sharing and increasing the price of its plans. So, is it worth keeping the OG streaming staple on your roster? The platform still holds up pretty strong against the competition.
With streaming costs constantly on the rise , keeping up with the latest water-cooler shows can really start to hurt your wallet. If you're culling your list of subscriptions, however, Netflix might just make the cut based on price alone. The ad-supported Netflix plan is still the cheapest content package when compared to the most popular competitors.
Take a look at the price of Netflix when compared to Hulu, Max, Amazon Prime Video, and Apple TV+ .
One area where Netflix doesn't outshine other services is password sharing. Sure, you can find a way to share your login with people outside your home, but it's going to cost you . The platform started to really crack down on password sharing in summer 2023 , and by the end of the year, they kicked people off of plans unless they were paid "Extra Members."
To share an account with Netflix, you'll have to pay for the Standard plan at $15.49 per month, plus an extra $7.99 per month per Extra Member. You can add up to two people who don't live with you. Even then, you can only watch on two devices at a time . To allow four devices simultaneously streaming, you'll need the Premium plan at $22.99 per month plus $7.99 per Extra Member.
The bottom line is that it very quickly makes less sense to share Netflix than it does for your friends and family just to get your own ad-supported plans.
As of March 2024, Hulu also stopped letting people outside your household share your password . By contrast, Disney+, Max, Amazon Prime Video, Paramount+, Peacock, and Apple TV+ still let you share a password and create a profile for people who don't live with you. If you're trying to keep costs low by sharing an account, Netflix is more foe than friend.
As of January 2023, Statista reported that Netflix had more available titles than every major streamer besides Amazon Prime Video . At that time, Netflix had just over 7,300 titles, which were just about evenly split between movies and TV shows. Meanwhile, Amazon Prime Video had over 7,400 titles, Hulu had about 6,400, and Max had just 4,200.
Of course, having a lot of titles available doesn't mean they're good. Luckily, Statista also compares the quality of TV shows available. As of January 2024, Netflix had the most "high quality" TV shows of all streamers, based on the IMdB ratings for available shows.
When it comes to movies, Netflix comes in third behind Max and Prime Video for the number of high-quality titles. If you're looking for blockbuster titles and good original films, Netflix may not be your best bet. However, it does have many titles that fit the "quality" category with ratings between 6-7.5 on IMdB.
Netflix, Hulu, Prime Video, Max, and Apple TV+ all allow you to download some titles and watch them offline . This feature could occupy quite a bit of memory on the device where you download them, but it's still a convenient feature. It's worth noting that Hulu only offers this function for people who pay for a "No Ads" plan.
While Netflix doesn't necessarily stand out when it comes to downloads, it does have the cheapest plan to allow it.
Meanwhile, if you want to know what's coming up on a streaming platform, Netflix has the best functionality. There is an entire tab on the home screen for "New and Popular" content (the title of the tab may vary depending on your device). If you see something that piques your interest, you can set a reminder.
Enabling push notifications on a smartphone or tablet means Netflix will send a pop-up to your device when a certain title is available. Netflix must be installed on the device. You can also enable email notifications. Hulu allows you to set reminders for new TV shows and movies, but you can't customize them for certain titles like you can with Netflix.
Netflix also has a "Browse by Languages" tab in its menu, which makes it easier to find titles in Italian, Japanese, Dutch, and more.
Most streaming services are compatible with the same popular devices. This includes smart TVs, streaming devices, phones, computers, tablets, and gaming consoles.
There are a few exceptions. For example, Netflix and Prime Video are compatible with Vestel Smart TVs, whereas their competitors are not. And, Max is compatible with Cox Contour 2 and Cox Contour Stream Player devices.
The following devices are compatible with most streaming apps, including Netflix:
Before you assume a particular streaming platform is compatible with your device, you should also check the streamer's website to make sure your device model will work. For instance, Hulu will only work on Apple TVs that are 4th generation or newer.
So, is Netflix still worth it in 2024? The platform still stacks up to its main competitors, especially when it comes to price and number of titles. For people who value choice above all else, Netflix can only be beaten by Amazon Prime Video. If you're all about that password sharing life to cut costs, on the other hand, Netflix doesn't come in clutch. Still, overall, Netflix is worth keeping around for many viewers.
Advertisement
Supported by
Guest Essay
By Jamie Raskin
Mr. Raskin represents Maryland’s Eighth Congressional District in the House of Representatives. He taught constitutional law for more than 25 years and was the lead prosecutor in the second impeachment trial of Donald Trump.
Many people have gloomily accepted the conventional wisdom that because there is no binding Supreme Court ethics code, there is no way to force Associate Justices Samuel Alito and Clarence Thomas to recuse themselves from the Jan. 6 cases that are before the court.
Justices Alito and Thomas are probably making the same assumption.
But all of them are wrong.
It seems unfathomable that the two justices could get away with deciding for themselves whether they can be impartial in ruling on cases affecting Donald Trump’s liability for crimes he is accused of committing on Jan. 6. Justice Thomas’s wife, Ginni Thomas, was deeply involved in the Jan. 6 “stop the steal” movement. Above the Virginia home of Justice Alito and his wife, Martha-Ann Alito, flew an upside-down American flag — a strong political statement among the people who stormed the Capitol. Above the Alitos’ beach home in New Jersey flew another flag that has been adopted by groups opposed to President Biden.
Justices Alito and Thomas face a groundswell of appeals beseeching them not to participate in Trump v. United States , the case that will decide whether Mr. Trump enjoys absolute immunity from criminal prosecution, and Fischer v. United States , which will decide whether Jan. 6 insurrectionists — and Mr. Trump — can be charged under a statute that criminalizes “corruptly” obstructing an official proceeding. (Justice Alito said on Wednesday that he would not recuse himself from Jan. 6-related cases.)
Everyone assumes that nothing can be done about the recusal situation because the highest court in the land has the lowest ethical standards — no binding ethics code or process outside of personal reflection. Each justice decides for him- or herself whether he or she can be impartial.
Of course, Justices Alito and Thomas could choose to recuse themselves — wouldn’t that be nice? But begging them to do the right thing misses a far more effective course of action.
The U.S. Department of Justice — including the U.S. attorney for the District of Columbia, an appointed U.S. special counsel and the solicitor general, all of whom were involved in different ways in the criminal prosecutions underlying these cases and are opposing Mr. Trump’s constitutional and statutory claims — can petition the other seven justices to require Justices Alito and Thomas to recuse themselves not as a matter of grace but as a matter of law.
The Justice Department and Attorney General Merrick Garland can invoke two powerful textual authorities for this motion: the Constitution of the United States, specifically the due process clause, and the federal statute mandating judicial disqualification for questionable impartiality, 28 U.S.C. Section 455. The Constitution has come into play in several recent Supreme Court decisions striking down rulings by stubborn judges in lower courts whose political impartiality has been reasonably questioned but who threw caution to the wind to hear a case anyway. This statute requires potentially biased judges throughout the federal system to recuse themselves at the start of the process to avoid judicial unfairness and embarrassing controversies and reversals.
The constitutional and statutory standards apply to Supreme Court justices. The Constitution, and the federal laws under it, is the “ supreme law of the land ,” and the recusal statute explicitly treats Supreme Court justices like other judges: “Any justice, judge or magistrate judge of the United States shall disqualify himself in any proceeding in which his impartiality might reasonably be questioned.” The only justices in the federal judiciary are the ones on the Supreme Court.
This recusal statute, if triggered, is not a friendly suggestion. It is Congress’s command, binding on the justices, just as the due process clause is. The Supreme Court cannot disregard this law just because it directly affects one or two of its justices. Ignoring it would trespass on the constitutional separation of powers because the justices would essentially be saying that they have the power to override a congressional command.
When the arguments are properly before the court, Chief Justice John Roberts and Associate Justices Amy Coney Barrett, Neil Gorsuch, Ketanji Brown Jackson, Elena Kagan, Brett Kavanaugh and Sonia Sotomayor will have both a constitutional obligation and a statutory obligation to enforce recusal standards.
Indeed, there is even a compelling argument based on case law that Chief Justice Roberts and the other, unaffected justices should raise the matter of recusal on their own (or sua sponte). Numerous circuit courts have agreed with the Eighth Circuit that this is the right course of action when members of an appellate court are aware of “ overt acts ” of a judge reflecting personal bias. Cases like this stand for the idea that appellate jurists who see something should say something instead of placing all the burden on parties in a case who would have to risk angering a judge by bringing up the awkward matter of potential bias and favoritism on the bench.
But even if no member of the court raises the issue of recusal, the urgent need to deal with it persists. Once it is raised, the court would almost surely have to find that the due process clause and Section 455 compel Justices Alito and Thomas to recuse themselves. To arrive at that substantive conclusion, the justices need only read their court’s own recusal decisions.
In one key 5-to-3 Supreme Court case from 2016, Williams v. Pennsylvania, Justice Anthony Kennedy explained why judicial bias is a defect of constitutional magnitude and offered specific objective standards for identifying it. Significantly, Justices Alito and Thomas dissented from the majority’s ruling.
The case concerned the bias of the chief justice of Pennsylvania, who had been involved as a prosecutor on the state’s side in an appellate death penalty case that was before him. Justice Kennedy found that the judge’s refusal to recuse himself when asked to do so violated due process. Justice Kennedy’s authoritative opinion on recusal illuminates three critical aspects of the current controversy.
First, Justice Kennedy found that the standard for recusal must be objective because it is impossible to rely on the affected judge’s introspection and subjective interpretations. The court’s objective standard requires recusal when the likelihood of bias on the part of the judge “is too high to be constitutionally tolerable,” citing an earlier case. “This objective risk of bias,” according to Justice Kennedy, “is reflected in the due process maxim that ‘no man can be a judge in his own case.’” A judge or justice can be convinced of his or her own impartiality but also completely missing what other people are seeing.
Second, the Williams majority endorsed the American Bar Association’s Model Code of Judicial Conduct as an appropriate articulation of the Madisonian standard that “no man can be a judge in his own cause.” Model Code Rule 2.11 on judicial disqualification says that a judge “shall disqualify himself or herself in any proceeding in which the judge’s impartiality might reasonably be questioned.” This includes, illustratively, cases in which the judge “has a personal bias or prejudice concerning a party,” a married judge knows that “the judge’s spouse” is “a person who has more than a de minimis interest that could be substantially affected by the proceeding” or the judge “has made a public statement, other than in a court proceeding, judicial decision or opinion, that commits or appears to commit the judge to reach a particular result.” These model code illustrations ring a lot of bells at this moment.
Third and most important, Justice Kennedy found for the court that the failure of an objectively biased judge to recuse him- or herself is not “harmless error” just because the biased judge’s vote is not apparently determinative in the vote of a panel of judges. A biased judge contaminates the proceeding not just by the casting and tabulation of his or her own vote but by participating in the body’s collective deliberations and affecting, even subtly, other judges’ perceptions of the case.
Justice Kennedy was emphatic on this point : “It does not matter whether the disqualified judge’s vote was necessary to the disposition of the case. The fact that the interested judge’s vote was not dispositive may mean only that the judge was successful in persuading most members of the court to accept his or her position — an outcome that does not lessen the unfairness to the affected party.”
Courts generally have found that any reasonable doubts about a judge’s partiality must be resolved in favor of recusal. A judge “shall disqualify himself in any proceeding in which his impartiality might reasonably be questioned.” While recognizing that the “challenged judge enjoys a margin of discretion,” the courts have repeatedly held that “doubts ordinarily ought to be resolved in favor of recusal.” After all, the reputation of the whole tribunal and public confidence in the judiciary are both on the line.
Judge David Tatel of the D.C. Circuit emphasized this fundamental principle in 2019 when his court issued a writ of mandamus to force recusal of a military judge who blithely ignored at least the appearance of a glaring conflict of interest. He stated : “Impartial adjudicators are the cornerstone of any system of justice worthy of the label. And because ‘deference to the judgments and rulings of courts depends upon public confidence in the integrity and independence of judges,’ jurists must avoid even the appearance of partiality.” He reminded us that to perform its high function in the best way, as Justice Felix Frankfurter stated, “justice must satisfy the appearance of justice.”
The Supreme Court has been especially disposed to favor recusal when partisan politics appear to be a prejudicial factor even when the judge’s impartiality has not been questioned. In Caperton v. A.T. Massey Coal Co. , from 2009, the court held that a state supreme court justice was constitutionally disqualified from a case in which the president of a corporation appearing before him had helped to get him elected by spending $3 million promoting his campaign. The court, through Justice Kennedy, asked whether, quoting a 1975 decision, “under a realistic appraisal of psychological tendencies and human weakness,” the judge’s obvious political alignment with a party in a case “poses such a risk of actual bias or prejudgment that the practice must be forbidden if the guarantee of due process is to be adequately implemented.”
The federal statute on disqualification, Section 455(b) , also makes recusal analysis directly applicable to bias imputed to a spouse’s interest in the case. Ms. Thomas and Mrs. Alito (who, according to Justice Alito, is the one who put up the inverted flag outside their home) meet this standard. A judge must recuse him- or herself when a spouse “is known by the judge to have an interest in a case that could be substantially affected by the outcome of the proceeding.”
At his Senate confirmation hearing, Chief Justice Roberts assured America that “Judges are like umpires.”
But professional baseball would never allow an umpire to continue to officiate the World Series after learning that the pennant of one of the two teams competing was flying in the front yard of the umpire’s home. Nor would an umpire be allowed to call balls and strikes in a World Series game after the umpire’s wife tried to get the official score of a prior game in the series overthrown and canceled out to benefit the losing team. If judges are like umpires, then they should be treated like umpires, not team owners, team fans or players.
Justice Barrett has said she wants to convince people “that this court is not comprised of a bunch of partisan hacks.” Justice Alito himself declared the importance of judicial objectivity in his opinion for the majority in the Dobbs v. Jackson Women’s Health Organization decision overruling Roe v. Wade — a bit of self-praise that now rings especially hollow.
But the Constitution and Congress’s recusal statute provide the objective framework of analysis and remedy for cases of judicial bias that are apparent to the world, even if they may be invisible to the judges involved. This is not really optional for the justices.
I look forward to seeing seven members of the court act to defend the reputation and integrity of the institution.
Jamie Raskin, a Democrat, represents Maryland’s Eighth Congressional District in the House of Representatives. He taught constitutional law for more than 25 years and was the lead prosecutor in the second impeachment trial of Donald Trump.
The Times is committed to publishing a diversity of letters to the editor. We’d like to hear what you think about this or any of our articles. Here are some tips . And here’s our email: [email protected] .
Follow the New York Times Opinion section on Facebook , Instagram , TikTok , WhatsApp , X and Threads .
Discrete and dimeric chiral plasmonic nanorods: intrinsic chirality and extrinsic chirality †.
* Corresponding authors
a Key laboratory of Material Physics, Ministry of Education, School of Physics and Microelectronics, Zhengzhou University, Zhengzhou, China E-mail: [email protected] , [email protected]
b Institute of Quantum Materials and Physics, Henan Academy of Sciences, Zhengzhou 450046, China
c School of Mechanical Engineering, Chengdu University, Chengdu 610000, China
d Center for Nanoscience and Nanotechnology, and School of Physics and Technology, Wuhan University, Wuhan 430072, China
The recent progress in chemical synthetic methodologies has facilitated the fabrication of discrete plasmonic nanoparticles exhibiting chiral characteristics on their surface. In comparison to conventional gold nanorods (NRs), such structures possess strong plasmonic circular dichroism response, making them highly suitable for various applications involving circularly polarized light. Although the intrinsic and extrinsic chirality of chiral nanostructures produced by the assembly with chiral ligands have been explored both experimentally and theoretically, the investigation into the influencing factors of the intrinsic and extrinsic chirality of discrete chiral Au NRs (dc-Au NRs) has been relatively limited. Herein, we conducted a comprehensive investigation using full-wave electromagnetic simulations to explore the influence of various structural parameters (such as helical depth, width, and numbers of the helical pitches) on the intrinsic and extrinsic chirality of dc-Au NRs. Additionally, we examined the chiral surface plasmon resonance coupling and the corresponding chiral near-field by studying the cross-like assembly of dc-Au NR dimers. These findings serve as valuable guidance for future experimental and theoretical research on chiral plasmonic nanostructures and their applications involving circularly polarized light.
Download citation, permissions.
W. Fu, J. Chen, S. Zhang, G. Zheng and Y. Zhang, J. Mater. Chem. C , 2024, Advance Article , DOI: 10.1039/D4TC01258E
To request permission to reproduce material from this article, please go to the Copyright Clearance Center request page .
If you are an author contributing to an RSC publication, you do not need to request permission provided correct acknowledgement is given.
If you are the author of this article, you do not need to request permission to reproduce figures and diagrams provided correct acknowledgement is given. If you want to reproduce the whole article in a third-party publication (excluding your thesis/dissertation for which permission is not required) please go to the Copyright Clearance Center request page .
Read more about how to correctly acknowledge RSC content .
Search articles by author.
This article has not yet been cited.
IMAGES
VIDEO
COMMENTS
3. Allstate vs. everyone else. Though perhaps not as overtly comparative as Apple's Mac vs. PC campaign, Allstate's wildly successful Mayhem campaign is an example of comparative advertising nonetheless. Taking a page from the Apple playbook, Allstate uses a human actor to personify a non-human entity—in this case, the non-human entity is ...
Making effective comparisons. As the name suggests, comparing and contrasting is about identifying both similarities and differences. You might focus on contrasting quite different subjects or comparing subjects with a lot in common—but there must be some grounds for comparison in the first place. For example, you might contrast French ...
Advertisement 1: Nike. The first advertisement I will analyze is a print ad from Nike, a global leader in athletic footwear and apparel. The ad features a powerful image of a female athlete running, with the slogan "Just Do It" prominently displayed. The ad is visually striking, with bold, vibrant colors and dynamic composition.
4. Don't forget the text! While you should not write every word in the ad in your description, especially if there are lengthy paragraphs, you should include a brief overview of the text. ie placement, basic overview Again, you'll be able to give specific quotes that are relevant to your analysis in the body of your paper. 5.
One of the most common is the comparison/contrast essay, in which you focus on the ways in which certain things or ideas—usually two of them—are similar to (this is the comparison) and/or different from (this is the contrast) one another. By assigning such essays, your instructors are encouraging you to make connections between texts or ...
4.1 Comparison Essay Outline Example. 5 Tips to Write a Compare and Contrast Essay. 5.1 Comparison Essay Format. 6 Bringing It All Together. As we navigate our lives, we can't help but notice the elements in our environment, whether it's the latest car, a fashion trend, or even some experiences. Think about your favorite Mexican restaurant ...
2. Use a mixed paragraphs method. Address both halves of the comparison in each paragraph. This means that the first paragraph will compare the first aspect of each subject, the second will compare the second, and so on, making sure to always address the subjects in the same order.
1. Pick Two Subjects to Compare and Contrast. A compare and contrast assignment will ask you, unsurprisingly, to compare and contrast two things. In some cases, the assignment question will make this clear. For instance, if the assignment says "Compare how Mozart and Beethoven use melody," you will have a very clear sense of what to write ...
A compare and contrast essay is a type of analytical essay that explores the similarities and differences between two subjects. We guide you through one with some examples. ... Advertisement Compare and Contrast Essay Example. You have a pretty solid idea of how to write a compare and contrast essay, but it doesn't hurt to see what a compare ...
1. Begin by Brainstorming With a Venn Diagram. The best compare and contrast essays demonstrate a high level of analysis. This means you will need to brainstorm before you begin writing. A Venn diagram is a great visual tool for brainstorming compare and contrast essay topics.
4. Outline your body paragraphs based on point-by-point comparison. This is the more common method used in the comparison and contrast essay. [6] You can write a paragraph about each characteristic of both locations, comparing the locations in the same paragraph.
The Comparison and Contrast Guide outlines the characteristics of the genre and provides direct instruction on the methods of organizing, gathering ideas, and writing comparison and contrast essays.
Tell about its aim and target audience. Then describe the main points and how it impacts people, providing your opinion. Write about the influence of advertising and your own impression. To make it easier for you to decide on a topic for your advertising essay, our team has created a list of ideas for you.
Sample Comparison-and-Contrast Essays. A South African Storm. By Allison Howard - Peace Corps Volunteer: South Africa (2003-2005) It's a Saturday afternoon in January in South Africa. When I begin the 45-minute walk to the shops for groceries, I can hear thunder cracking in the distance up the mountain in Mageobaskloof.
A Comparison of Two Advertisements Essay examples. Advertising is a way of publicizing a product that you want to sell. There are many of different things to advertise, such as clothes, shoes, cars, watches etc. Advertising promotes the latest goods that are out in the shops. Advertising effects me everyday because every time I see a ...
1 hour! Advertisements Analysis and Comparison Essay. When it comes to ensuring the commercial/aesthetic appeal of an advertised product, it is crucially important to remain thoroughly aware of what accounts for the specifics of the targeted audience's consumer-behavior. In their turn, these specifics are best discussed within the context of ...
The key to a good compare-and-contrast essay is to choose two or more subjects that connect in a meaningful way. Comparison and contrast is simply telling how two things are alike or different. The compare-and-contrast essay starts with a thesis that clearly states the two subjects that are to be compared, contrasted, or both.
Read Essay On Advertisement Comparison and other exceptional papers on every subject and topic college can throw at you. We can custom-write anything as well! We use cookies to enhance our website for you. Proceed if you agree to this policy or learn more about it. I agree. HIRE A WRITER;
Advertisement Comparison Essay. Decent Essays. 662 Words. 3 Pages. Open Document. The world is run by advertisements. Advertisements are an essential part of businesses and influences millions of people in their everyday choices. They are used to showcase certain products to the common people. A strong ad can result in many people purchasing a ...
Compare and Contrast Paragraph—Dogs and Cats. Sample lines: "Researchers have found that dogs have about twice the number of neurons in their cerebral cortexes than what cats have. Specifically, dogs had around 530 million neurons, whereas the domestic cat only had 250 million neurons.
1633. Cite. View Full Essay. Advertisements for the Same Product Advertisement is basically a one-way communication means that is geared towards informing probable customers regarding a product and/or service and how and where to find the product and/or service. Advertisements usually contain a persuasive message through an identified sponsor.
Here they are explained below: 1. Essay Planning. First, I recommend using my compare and contrast worksheet, which acts like a Venn Diagram, walking you through the steps of comparing the similarities and differences of the concepts or items you're comparing. I recommend selecting 3-5 features that can be compared, as shown in the worksheet:
Introduction of two subjects for comparison (Paragraph 1). The Introductory paragraph explains to your readers why they will want to compare the two subjects, and reviews for them the points of comparison. Paragraph two introduces and explains point 1 for comparison and discusses how it applies to both subjects; i.e. apples and oranges.
INTRODUCTION. Advertising appeals have witnessed an increase in research interest and scholarly attention in recent years. Studies investigate appeal effectiveness [e.g. (Jordan et al., 2015; Lee, 2018)] and to a lesser extent systematic and meta-analytic studies attempting to synthesize results are evident (O'Keefe and Jensen, 2009; Jenkin et al., 2014; Hornik et al., 2016).
Step Aside, DNA. RNA Has Arrived. Dr. Cech is a biochemist and the author of the forthcoming book "The Catalyst: RNA and the Quest to Unlock Life's Deepest Secrets," from which this essay is ...
America's Military Is Not Prepared for War — or Peace. Mr. Wicker, a Republican, is the ranking member of the U.S. Senate Armed Services Committee. "To be prepared for war," George ...
Re " Higher Education Needs More Socrates and Plato ," by Ezekiel J. Emanuel and Harun Küçük (Opinion guest essay, nytimes.com, May 19): I applaud Professors Emanuel and Küçük and their ...
The ad-supported plan makes Netflix the cheapest streaming platform among popular competitors. Sharing passwords became more expensive due to Netflix's crackdownothers still allow sharing.
Judge David Tatel of the D.C. Circuit emphasized this fundamental principle in 2019 when his court issued a writ of mandamus to force recusal of a military judge who blithely ignored at least the ...
The recent progress in chemical synthetic methodologies has facilitated the fabrication of discrete plasmonic nanoparticles exhibiting chiral characteristics on their surface. In comparison to conventional gold nanorods (NRs), such structures possess strong plasmonic circular dichroism response, making them highly Journal of Materials Chemistry C HOT Papers Journal of Materials Chemistry C ...