Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/32527
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context
Author(s): Black, Iain
Baines, Paul
Baines, Ning
O’Shaughnessy, Nicholas
Mortimore, Roger
Contact Email: e.a.fuller@stir.ac.uk
Keywords: Hope appeals
fear appeals
referendum advertising
political communications
Scottish independence referendum
Issue Date: 11-Mar-2021
Date Deposited: 13-Apr-2021
Citation: Black I, Baines P, Baines N, O’Shaughnessy N & Mortimore R (2021) The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context. Journal of Political Marketing. https://doi.org/10.1080/15377857.2021.1892900
Abstract: This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifically the 2014 Scottish independence referendum. Based on a qualitative content analysis of both sides’ campaigning materials, an understanding of the fluid, responsive and symbiotic nature of these emotional appeals and how they are utilized against the other is outlined. The research reveals core dimensions for constructing persuasive media appeals. While, fear appeals should strive to create a threat perceived to be relevant, and significant, the deployed hope appeals should focus on generating alternative positive visions and be goal congruent. By understanding contested (political) campaigns, new types of hybrid hope and fears appeal emerge (i.e. hope and fear reduction appeals). Taking these findings together, allows the authors to provide prescriptions on how certain message appeal types might be used to induce particular emotional effects in the audience.
DOI Link: 10.1080/15377857.2021.1892900
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Accepted Manuscript version of the following article, accepted for publication in Journal of Political Marketing. Black I, Baines P, Baines N, O’Shaughnessy N & Mortimore R (2021) The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context. Journal of Political Marketing. https://doi.org/10.1080/15377857.2021.1892900. It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Notes: Output Status: Forthcoming/Available Online

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