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Health Communication Commons

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Interpersonal and Small Group Communication

Pepperdine University

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Full-Text Articles in Health Communication

Persuasive Strategies And Hats Off For Cancer Donations, Janae Masnovi Jun 2013

Persuasive Strategies And Hats Off For Cancer Donations, Janae Masnovi

Pepperdine Journal of Communication Research

This quantitative research project set out to answer the question, “What type of advertising strategy, logos, ethos, or pathos, will be most effective in increasing donations to Hats Off for Cancer, a nonprofit organization?” By administering a survey including manufactured advertisements to potential donors through the Hats Off for Cancer e-newsletter, the Hats Off for Cancer Facebook page, and my own Facebook network, I received 44 responses. These responses indicated the participants’ involvement with the organization as well as their preferred advertising strategies and their reasoning for this. 79 percent of respondents felt that the advertisement using pathos was most ...