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| Author: | Read, K. |
| Title: | "Corporate pathos": new approaches to quell hostile publics |
| Journal: | Journal of communication management
2007 : VOL. 11:4 p. 332-347 |
| Index terms: | organizational behaviour public relations emotions |
| Language: | eng |
| Abstract: | The aim of this study is to examine work on the power and importance of emotional appeals from a range of disciplines including: psychology, philosophy, neuroscience, psychiatry, linguistics and advertising. The paper aims to illustrate the increasing evidence and theory that emotions have a significant part in how people shape and change their attitudes and behaviors. The authors suggest a new framework ("corporate pathos".) The framework gives the possibility of systematic analysis of emotional appeals and provides new set of tools for PR practioners to deploy fresh emotional appeals alongside rational argument. |
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