Rational and Emotional Communication in Advertising in Women ' s Magazines in Brazil

This article investigated the incidence of rational and emotional arguments in messages from 5.536 advertisements of six women's magazines in Br azil (Claudia, Nova, Estilo, Marie Claire, Elle and Gloss), published between May / 20 08 and August / 2009. The methodology was based on an exploratory study, supported on a s cale of 14 items, by Resnik and Stern (1977), which recommend matching appeals to attitud e toward the product, that is, use informative advertising, based on rational appeals for products in which the consumer attitude is predominantly cognitive. To assess the emotional content, we used the scale of eight items of Plutchik (1980), represented by the primary emot ions Anger, Fear, Sadness, Disgust, Surprise, Curiosity, Acceptance and Joy. Data analy sis included the frequency of the two appeals in the general category (durables, non-dura bles and services), product, and correspondence analyzes were used to identify the p revalence of two types of arguments in selected magazines. The results show the concentrat io of ads on non-durable goods, followed by the category of services, that overcome s the advertisings on durables. The study also analyzes the incidence of emotional and ration l arguments by product category and by magazine.


INTRODUCTION
s markets are increasingly fragmented, marketing professionals are seeking new alternatives to identify the best segments and communicate effectively through them.According to Chiusoli et al. al. (2009), a segment that has grown exponentially is to consumer women now account for 85% of decision-making on purchases.Even the predominantly male labour market, started to live with the heterogeneity and stared naturally the feminine presence, informs Xavier (1998:77).
The greater participation of women in social context, labour and business market, highlight by Fraga and Serralvo (2006), has led to a change of role, transforming them into influential or marginal participants in the buying process to characters with higher presence in all decisionmaking stages of the purchase.Thus, with the rising of women as a highly interesting market segment, companies have found themselves forced to reshape their sales strategies and to the development of their products, adapting to this new reality (DEL-VECHIO; ANDRADE; BRONEMANN, 2007).This reformulation affected the communication area, leading entrepreneurs trying to reach women also through advertisements in women's magazines.This mean of mass communication is an important vehicle for the insertion of advertising messages directed to that specific segment.In the insertion of advertising for different products aimed at that audience, advertisers take in some of them, messages of rational content and others messages of emotional content, assuming that the female segment is more susceptible to one and another message profile.What would be the trends, by product category, of the assumption of rational and emotional content, in advertising messages aimed at the female audience?
In summary, the research profile of advertisements for different product categories and assuming as methodology the content analysis in 5.536 advertisements of the six major Brazilian women's magazines, the main objective of the study was based on a research on how advertisers assume the female behaviour is: more susceptible to rational or emotional arguments.

THE EFFECTIVENESS OF ADVERTISING IN WOMEN'S MAGAZINES
Advertising in magazines is considered one of the main tools of the marketing mix, to communicate and to differentiate products from competitors.However the terms of advertising and propaganda are used with a different meaning.For this reason, in this work, A BBR, Braz.Bus. Rev. (Engl. ed., Online), Vitória, v. 11, n. 6, Art. 2, p. 22 -49, nov.-dec. 2014 www.bbronline.com.brwe adopted the term advertising, in reference to the ads, according to Malanga (2008), for whom advertising is more persuasive, with well defined business purpose and is characterized as the art of awakening of the consumers' purchase desire.To the author, propaganda is a set of techniques of individual action, used to promote accession to a given ideological system (political, social or economic), while advertising is a set of techniques for collective action, in the sense used to promote the profit of a commercial activity.Shimp (2002) also argues that it is through advertising and other marketing tools that professionals work with the purpose of inducing the consumer to develop positive behaviour on the supply of goods and services.
Jorge (2008) in a work on the effectiveness of advertising in women's magazines, points out that it has a fundamental role in assigning a symbolic meaning to consumer goods and is part of social and cultural life.The author also points out that such widespread influence in society has attracted many researchers willing to prove that advertising is a powerful ideological force in consumer culture.In her view, over the past few years, women took their place in the labour market.In agreement, Russo and Troiano (2008) claim that women have great influence in making purchasing decisions for household or personal use products.
Accompanying these social and economic movements, women's magazines were part of the social and economic movements, as in its relationship with advertising, readers have been guiding to build their identity through means of a segmented consumption.Consequently, women's magazines are part of a group communications that are intended to govern the consumer's identity.The consumer can not, however, cease to be influenced by the behaviour and advertising.Women's magazines, like other popular media, constitute a field in which the financial interests certainly exert considerable power in the audience, and consumers are able to establish significant cultural and life standards.
However the effectiveness of advertising in women's magazines also depends on the effectiveness of the messages' arguments, which can rely on rational and emotional appeals.
Therefore, it is necessary to consider them as an important factor in advertising strategy.

EMOTIONAL APPEALS AS STRATEGY IN ADVERTISING
Research in the areas of marketing have sought to understand the emotional aspects involving consumers in relation to consumption of products or services, as well as studying, generally, the influence of these features in the formation of consumer behaviour.They emphasize that, marketers are increasingly making use of emotional appeals in advertising, trying to establish a relationship of feeling, as they convey a sense of consumer satisfaction (HAWKINS et al, 2007, p. 192).Solomon (2002, p. 195) found that "many companies have turned to a more targeted strategy to emotional aspects, after realizing that consumers do not see many differences between brands, especially those that fall into the categories of established and mature assets" .When used, the emotional appeal is able to generate satisfaction, or rather a sense of well being, becoming closer the relationship between advertising and consumer.Emotional appeals, unlike the informative or rational, according Man So (2004), are based on the experiential aspect of consumption.Therefore, they are widely used in advertising focusing towards the female audience, and it is believed to have positive effects on the consumers' reactions to advertising.For Sheth, Mittal and Newman (2001, p. 338), "emotions are aware of the occurrence of some physiological arousal followed by a behavioural response, along with the evaluation of the significance of both.This definition implies that emotions have three components: physiological, behavioural and cognitive".Plutchik (2003) argues that this definition can be seen as a first approximation of a consensual definition of emotions.Figure 1 shows the basic emotions and latent emotions in attachment points.The dyad formed by emotion Joy and the emotion Anticipation is called Optimism, and so on for the others.These eight human reactions are based on the evolutionary process and, according to Plutchik (1980), are the basic human emotions.Therefore, they are denominated primary emotions.But according to Sheth, Mittal and Newman (2001, p. 340), each of the eight primary emotions can vary in intensity: a) Fear -ranging from apprehension to terror.b) Anger -ranging from annoyance to rage.c) Joy -ranging from serenity to ecstasy.d) Anticipation -ranging from interest to vigilance.h) Surprise -Ranging from distraction to amazement.In the studies of Plutchik (2003), the author shows the deep studies of the theory of emotions proposed in 1980, a major review in the evolution of understanding of emotions.

CONSUMER ATTITUDE AND PERSUASION IN ADVERTISING COMMUNICATION
When investigating the use of rational and emotional arguments in the advertising messages of products and services, this article questions which one is more effective in shaping consumer attitude, which is considered as a predisposition to respond favourably or unfavourably to an object, according Gil-Saura and Ruiz-Molina (2008).This favourable response, derived from a process of persuasion, supported by rational or emotional arguments linked to the customer's value concepts, not only lies in the action of shopping, but also on customer loyalty: Gwinner et al (1998) explain that loyalty increases the sales volume of the company, and Payne and Frow (2005) complement that also reduces communication and attracting costs to new customers.In fact, the strategy of relationship marketing is aimed at searching, retention and loyalty of final and intermediate customers, remember Pizzinatto et al. (2005).Loyalty is defined by Gil-Saura and Ruiz-Molina (2008) as an attitude that sometimes involves the relationship with the brand.However, as attitudes, according to Wilkie, (1994), are learned, they are affected by information and experiences.A positive attitude towards a brand in youth can be changed to a negative attitude after an unsuccessful shopping or post-sale experience.Therefore, loyalty is a behaviour that is revealed after repeated purchases.
For these reasons, it can be noticed that people's attitudes vary according to several factors, including age, sex, income, personality that attach to brand their involvement with it, the country in which they reside.Studies by various authors on the attitudes of domestic purchasing of clothing products compared to buying abroad (BEAUDOIN et al, 1998;. KAYNAK;KARA, 2002;. MOHAMAD et al, 2000) were focused on age of the consumer, analyzing changes in attitudes of young people in relation to mature age adults.
Regarding the brand personality, explain Guthrie and Kim (2009), it represents the set of human characteristics that describe a particular brand: is similar to the human personality, because consumers attribute human qualities to brands and often feel that they are involved with brands in a personal way.They describe the involvement as a state of motivation or  Lindstrom (2013) explains that "the brain tends to form mental shortcuts or markers (called somatic markers) that link aspects of the physical world to certain emotional states or conditions.The author claims to have found that companies intelligently manage to fix such somatic markers in the consumer's mind, "creating positive associations to a product or service".For example, the rewards and satisfaction that involve the use of the product.Also, that "we do not buy just an object, but also the concept that it represents."Thus, "if the implicit idea into a product or service is health, happiness, spiritual elevation and social responsibility," this is what will give an intense power to persuasion factors.In the case of luxury goods, the signs are of wealth, status and power, exemplify Phau and Leng (2008), quoting Bagwell and Bernheim (1996), Eastman et al., 1999;O'Cass and Frost, 2002;Vigneron and Johnson (1999).
In research on involvement, attitude and experience in online shopping, according to Caro et al (2011), the results showed that purchase intent over the Internet is directly Therefore it is concluded that communication by means of rational or emotional arguments can cause experiences with the brand, helping to build, in the consumer's mind, positive or negative attitudes towards it, in influencing their decision making process and persuading them to buy or not certain product.

RATIONAL APPEALS AS STRATEGY IN ADVERTISING
Stern and Resnik (1977) developed a classification system for advertising based on rational content (informative), composing a list of 14 possible categories of useful information for the consumer.Thus, this model recommends matching the appeals to the attitude toward the product, that is, use informative advertising, i.e., based on rational appeals for products in which consumer attitude is predominantly cognitive.According to Stern and Resnik (1977), to be considered rational (informative), a notice must contain at least one of the 14 items.The fundamental principles of this perspective are twofold.First, advertising works to provide information about products that allow consumers to compare products on a price basis, leading to better economic aspects information in favour of the consumer.Second, informational advertising makes it possible the entry of new competitors.According to Man So ( 2004), the rational content (information content) is defined as the degree to which the publicity focuses on practical, functional or utilitarian needs of the consumer regarding the product.Receiving different levels of information, consumers can make smart purchasing decisions, choosing between different alternatives.Also according to the author, the additional information raises the level of awareness of customers regarding products or brands.The content providing information that differentiates a brand from its competitors tends to increase the process of remembrance understanding and persuasion.In short, the information content in advertising is an important influence on consumers in response to advertisements and brand awareness.(ABERNETHY;FRANKE, 1996).Still in the aspect of content, Resnik and Stern (1977, p. 51) recognize that in a very real sense, the information is "in the eye of the beholder", but note that an operational definition of content of reliable information can be useful for partnerships with advertisers, with the public and other stakeholders.Three major influences on rational advertising content have been examined in the literature: a) the medium carrying the advertisement, b) the country where the advertisement is placed, c) the category of the product being advertised.
According to Abernethy and Franke (1996), few studies have considered changes over time as an influence in the advertising content.According to the authors, contradictory evidence on the three influences were found, including: • Print media allows messages of unlimited size and processing time, despite the limitation by fixed means of transmission and exposure, though that there is little evidence available regarding its efficiency when compared with the characteristics of the categories of print and broadcast media.Printed information is capable of carrying more information

•
Crossed advertising practices are vital to global marketing.In the method developed by Resnik and Stern (1997) to measure advertising information, differences in levels of information between countries in general have been attributed to three major factors: regulation of advertising, influences, cultures and levels of economic development.The study of rational content was based on the model of content rating information of Resnik and Stern's (1977).To measure emotional appeals in women's magazines advertisements, the rating scale of emotion in advertising, based on the studies applied by Plutchik (1980), establishing 8(eight) items to the evaluation process was used.
Besides the scales, additional information to facilitate the process of analysis and data interpretation, including general category (durables, non-durables and services) and product categories were included in the tabulation of data.To interpret the data, it was used the SPSS 17 through frequency distribution, cross tabulations and correspondence analysis, to evaluate the scales and their statistical significance.(MALHOTRA, 2006;HAIR JUNIOR, 2005).
Following, there are brief explanations about techniques of data analysis used.In this investigation, the advertisings of each type were compared with the help of judges, from popular analysis techniques (KASSARJIAN, 1977).The advertisings were collected from magazines chosen in the mentioned period of 16 months.The goal was that, in all advertisings for the target audience, the work of identifying and coding the types of products, information content and emotion were made by at least three judges, previously trained.The methods of application of the classification systems established for this study, as well as the structure of the items of the scales of the authors, are described below.

CLASSIFICATION SYSTEM OF RATIONAL APPEALS
The application of this method of assessment focuses on the potential influence of the information contained in advertising and consumer perception, a relationship that has attracted, surprisingly, few studies in the academic literature.Resnik and Stern (1977) created a scale in order to facilitate the visualization of specific information, such as price and quality, which serve as clues that the general consumers can use to make smart choices and decisions among the various alternatives.This work shows a hierarchical model of the effects of advertising, ranging from content of advertising until analysis involving the results on attributes of perception and attitude (OLNEY et. al. 1991).
Based on the presence or absence of signals in the content of a message, this methodology involves attempts to assess the amount of information transmitted through the analysis of an advertisement.Studies such as those of Resnik and Stern (1991) and Abernethy and Franke (1996) have been published making use of this methodology in the analysis of messages in various media, including magazines, television and newspapers.The 14 criteria for analyzing the rational contents of an advertisement had been proposed by Resnik and Stern (1977).According Albernethy and Frank (1996), the contents of the message contains at least one of the criteria, it is classified as an informational advertising.

MEASUREMENT UNITS
According to Kassarjian (1977), this methodology to the content analysis establishes the classification and the classification of the present elements in certain communication stimuli.
The coding helps the researcher to reduce thousands of answers to a few categories that contain the necessary information for analysis (COOPER;SCHINDLER, 2003).The items chosen for the process of appointment were: data from general category (goods or services) and product category.Representation by general category and product category is important in the process of entering data.
According to Man So ( 2004), this categorization helps to establish the interpretations between advertisings inserted in selected magazines and products involved.As for the definition of a general category, Ahmed (1996)

MEASURING UNIT OF CLASSIFICATION SYSTEMS
The classification system of information developed by Resnik and Stern (1977) establishes a set of 14 items for ranking advertising based on informative content, presented in Apart from the scales proposed by the authors, Table 3 describes the other variables that composed the tabulation of the proposal advertisements sampling.

SAMPLING AND DATA COLLECTION
The sampling process of content analysis is based on the theory proposed and defended by Malhotra (2001), which has as its starting point the definition and specification of the target population, that is, the elements that possess the information established by the researcher and over which it cannot be done any kind of judgment or inference.From the BBR, Braz.Bus.Rev. (Engl.ed., Online), Vitória, v. 11, n. 6, Art. 2, p. 22 -49, nov.-dec. 2014 www.bbronline.com.brdefinition of the sample population, it was opted for the non-probability convenience sampling technique, that is, the units were chosen by the judgment of the author, highlighted that the results do not represent the total sample population.
According to Cooper and Schindler (2003), one can use the procedures of nonprobability sampling, i.e., if there is no desire or need to generalize a parameter of the population, there is less concern to know whether the sample reflects the population completely.According to the author, when sensory experiences consistently produce the same result, we can say that our data are reliable because they can be checked (COOPER;SCHINDLER, 2003).Pre-tests were performed on data tabulation, and all interpretation adjustments of the evaluation points must be set early in the process.The magazines chosen for the study are of monthly circulation.This circulation (volume of subscriptions + spare sales) follows as in Table 4.

RELIABILITY INDEX
The reliability index analyzes the level of agreement among raters in applying the same set of items in the analysis of the same content, that is, it measures the degree of consistency among raters (ACEVEDO et al, 2006).High levels of disagreement may indicate flaws in the research technique.In this analysis, it was used the coefficient of correlation proposed by Karsajian (1977), which is the result of dividing the total number of agreements by the total number of observations.According to the author, for validity of the analysis, the reliability index or concordance between evaluators should exceed 85% and that values below this point tend to lose credibility.
There were 80 advertisements analyzed, already tabulated by the judges.Considering the total number of items and the sample, which totalled 2,320 notes, the number of identified differences was 72 or 3.1%.This means that the degree of similarity and agreement in the interpretation of the data in the sample group was 96.9%, that is, exceeds the minimum reliability index specified by Kassarjian (1977).

CORRESPONDENCE ANALYSIS
Hair Junior (2005, p. 441) defines the correspondence analysis (CA) as an important tool for perceptual mapping.The technique is based on the association between objects and a set of descriptive features or attributes specified by the researcher.Its application is to portray the matching variable category, which is established on the basis for the development of perceptual maps, which allowed the achievement of one of the major goals of this article, which is to identify the relationship between the characteristics of the magazine and the incidence of rational and emotional arguments, as well as the distribution of these arguments in relation to the general category and product category.
The term "perceptual mapping" used by Hair (2005), refers to a marketing technique, originally from the field of psychology, which assumes that consumers build an image of the product based on specific characteristics, such as benefits or prices.If studies can identify the characteristics of an ideal product for a given segment, perceptual mapping is an important variable for business opportunity and brand management.A simple cross-tabulation of multiple categorical variables can be represented in a perceptual space.It also allows the researcher to analyze existing answers or responses meet in least restrictive type of measure, the categorical or nominal level, even if only yes or no the type of answers, as is the case in this study.The CA is best suited to exploratory data analysis.(HAIR JUNIOR, 2005).

PRESENTATION AND ANALYSIS OF RESULTS
The results registered the proportions and the incidence of the scales of rational and emotional content on the advertisements of women's magazines published in Brazil, as well as the incidence of this content in general and specific product categories and distribution of magazines.

FREQUENCY OF ADVERTISEMENTS IN MAGAZINES AND GENERAL AND PRODUCT CATEGORY
The survey identified 24.3% of the advertisings on Claudia magazine (which registers on average monthly circulation of 439 thousand copies.This value is equivalent to the average monthly magazines Marie Claire and Nova (together, they point average circulation of 451 thousand copies).Justifications for the differences may be explained by the structure, the strategy of the magazines and other marketing aspects.Another important indication is The tabulation of data on the scale of emotion indicated that the item joy / ecstasy (i.e., "the emotion can vary from serenity to ecstasy") was appointed in 63.5% of researched advertisings.The item trust / acceptance was identified in 25% of tabulated advertisements.In relation to the variables of surprise, fear, disgust, anger, were noted insignificant compared with the total sample of 5.536 advertisements tabulated by the judges.The tabulation of rational content data indicated a fairly high frequency on the presence, in the advertisings, of the variable availability, accompanied by the also important issues of aspects related to the content / components and performance of products.It is worth noting that aspects such as price / value, safety and warranty were underrepresented, which raises important questions about the information content in magazine advertisings.

FREQUENCY AND PROPORTION OF RATIONAL AND EMOTIONAL ARGUMENTS
For further information regarding the incidence and frequency of the items of the scales of rational and emotional content, the proportion in which items were mentioned in the sample of advertisements was assessed.Regarding the scale of rational content of the total sample were identified that 94.6% of the advertisements surveyed have "at least 1" of the items in the content of the advertisings.On the scale of emotional content, it was indicated that 81% of the total sampled advertisements have "at least 1" item of the scale.

CORRESPONDENCE ANALYSIS
In the work of tabulation of the sample, the consolidation of incidence of the items of the rational and emotional arguments scales was made by creating three sub-variables: rational predominance (sum of the advertisements focusing only on information items), emotional predominance (sum of advertisements focusing only on items of emotion) and equality predominance (with the incidence of both arguments).

THE CORRESPONDENCE OF MAGAZINE AND THE CATEGORY OF ARGUMENTS
The analysis of the sample of advertisings points out the distribution of prevailing arguments, that is, advertisings on Claudia and Nova magazines feature predominantly rational characteristics, 78.6% and 74.9%, respectively.The Elle, and Estilo magazines show absolutely equal frequency in 42.9% and a strong association of equal predominance.The Marie Claire magazine points to 64.1% of rational predominance and 24.4% of equality of arguments, and the Gloss magazine have a low incidence of rational dominance and 30.9% of the predominance of equality between the rational and emotional arguments.With the exception of Claudia and Nova magazines, rational and equality predominance is a common into all others, including in relation to Elle magazine, which has a strong focus on the predominance of emotional arguments, the order of 23.4%.
The graphic of correspondence analysis between the variable magazine and the category of arguments, represented in Figure 3 illustrates the relationship of the magazine with its approach on either category.Elle magazine shows strong correspondence with emotional arguments.Advertisements on Nova, Marie Claire and Claudia magazines have strong correspondence to rational predominance, with Claudia and the Nova magazines with higher intensity than Marie Claire magazine.Among the magazines, the Estilo indicates individually a closer relationship with equal arguments, compared with the other magazines.For its part, the Gloss magazine is positioned between rational and equality predominance, but with greater proximity to the rational predominance.

THE CORRESPONDENCE OF PRODUCT CATEGORY AND CATEGORY OF ARGUMENTS
The rational predominance focuses on some important product categories such as:

THE CORRESPONDENCE OF GENERAL CATEGORY AND CATEGORY OF ARGUMENTS
The correspondence of general category (durables, nondurables, services) evaluates the prevalence of emotional and rational arguments.As already registered, the incidence of advertisements focused on advertising of durables is substantially larger than those of the  , 2005).The data presented in this study compared to advertisings with emotional content represent the belief from advertisers that it is possible to generate behaviours, motivations and actions of purchase from emotional stimuli.
In terms of incidence of rational arguments, the scale proposed by Stern and Resnik (1977) was used.Advertising with rational appeals motivates consumers through information and logical arguments.According to Man So (2004), information or rational content is defined as the degree in which the advertising focuses on practical, functional or utilitarian needs of the consumer for the product.In this study's case, by assuming rational arguments in advertisings for their products, advertisers believe that, receiving different levels of information, consumers can make smart purchasing decisions, choosing between different product alternatives, convinced by this kind of argument.
Correspondence analysis between magazines and the category of arguments pointed Elle magazine as one in which advertisers showed a strong correspondence with the use of emotional arguments.The Nova, Claudia and Marie Claire magazines showed strong correspondence with the predominance of advertisings with rational content, and Claudia and the Nova magazines with higher intensity than the Marie Claire magazine.The Estilo indicates individually a closer relationship with equal arguments, compared with the other BBR, Braz.Bus.Rev. (Engl.ed., Online), Vitória, v. 11, n. 6, Art. 2, p. 22 -49, nov.-dec. 2014 www.bbronline.com.brmagazines.In other words, advertisers are divided between those who rely on rational arguments and those who bet on the strength of emotional arguments.For its part, the inserted advertisements in Gloss magazine are positioned between the two predominance (rational and equality), but with greater proximity to the rational predominance, regarding the content of advertising.
Regarding the general category and the categories of arguments, the results indicate that the categories of durables and services showed a strong correspondence of the content of advertising with rational predominance.Meanwhile, the category of nondurable is strongly linked to the incidence of emotional arguments, but also equality, that is, it has the same number of items on the scale for both arguments.Another important point is that the content of advertising from the nondurable product category also has a relation of similarity to the category of services, in relation to the predominance of rational argument.
As for the product category and the relationship with the content of the arguments of advertisings, it can be emphasized the results of the product categories: Food And Drink, Financial Services, Personal Care, Electronics, Furniture and Utensils as those with intense relationship with rational arguments.Another important point is that the category Clothes showed a similar relationship between the categories of arguments of emotion and equality, which is to say that possesses an equal number of items in the scale for both arguments.The specific case is the Education category: although high relation with the emotional and rational arguments on an equal basis, it has, in relation to other categories, low relation with the rational arguments.
In summary, the distribution frequency of product category endorses the assumption that the characteristics of the magazines influence the higher incidence of certain types of advertisements.From the point of view of the frequency of rational and emotional arguments, the profile of the advertisements has a strong relationship with the general categories and products of the studied magazines.
Yet the results involving correspondence of arguments analysis with magazines and general and product category support the assumption that suggests that there is, in the view of advertisers, a relationship between the rational or emotional content with different targets of the magazines, as well as relationship with categories, both general and product.
influenced by the attitude and innovation, and the attitude is influenced by consumer involvement with the brand.Even if a consumer has no interest or previous involvement with it, the experiences offered by the brand can occur anywhere, their emotional reaction, concludes Pizzinatto (2013): "It is just one of the results caused by the experience, as well as attitudes and judgments about the brand are just a small part of what makes the whole experience with it."Thebrand experience, according toBrakus, Schmitt and Zarantonell   (2009), can occur by simple exposure to attributes such as colors, designs, shapes, communication, slogans.

Figure 3 -
Figure 3-Correspondence between Category of Arguments and Magazines Source: elaborated from insertion and tabulation of data in SPSS.
Content analysis is an especially suitable research technique to carry out analyzes of objects linked to communication, in the words ofMalhotra (2006, p. 201), notably advertising.By it, according toCooper and Schindler (2003), it is measured the semantic content or appearance "what" of the message.According to the authors, other aspects of the methodology of content analysis include: selection of a sampling plan, registration instructions and coding, data reduction, inferences about the context, statistical analysis.The authors also argue that content analysis protects against selective perception of the content and ensures the implementation of reliability criteria.

Table 8 -Frequency -Emotional content
Source: elaborated from insertion and tabulation of data in SPSS

Table 10 -Frequency of rational arguments BBR
, Braz.Bus.Rev.(Engl.ed., Online),Vitória, v. 11, n. 6, Art. 2, p. 22 -49, nov.-dec.2014  www.bbronline.com.br Plutchik (1980)paigns, seeing consumers as individuals, as opposed to large groups of buyers.Also according to Russell,Lane and King (2005: 339-340), magazines can play a role both as the primary means for advertisers to reach potential consumers as a source of news, information and entertainment.This is the combination of prestige and segmentation that gives magazines a large qualitative advantage over most other media.The combination of reader in highly targeted advertising, editorial involvement and frequency between the various segments is of fundamental importance to the advantage of the magazines as a tool of marketing mix in the future.Researches in the areas of marketing have sought to understand the emotional aspects involving consumers in relation to consumption of products or services.The scale of emotions used, proposed by RobertPlutchik (1980), is probably one of the most influential approaches to the general classification of emotional responses.After a period in which consumers were viewed as extremely rational decision makers based solely on attributes and benefits of the products, the several marketing scholars have proposed to study the emotions generated by stimuli, products and brands.(LAROS; STEENKAMP BBR, Braz.Bus.Rev.(Engl.ed., Online),Vitória, v. 11, n. 6, Art. 2, p. 22 -49, nov.-dec.2014www.bbronline.com.brtargeting and