The Employment of Emotional Appeals in Zain Television Advertisements: An Analytical ‎Study of Ramadan and Eid al-Fitr Advertisements from 2008 to 2023‎

Dhifaf Abed Khaleefa Mahmoud; Rana Abdul Latif Al-Azawi

doi:10.35516/Hum.2025.8697

Authors

Dhifaf Abed Khaleefa Mahmoud College of Science for Women, University of Baghdad, Baghdad, Iraq https://orcid.org/0009-0007-8148-1115
Rana Abdul Latif Al-Azawi Mass Communication College, University of Baghdad, Baghdad, Iraq https://orcid.org/0009-0008-2456-179X

DOI:

https://doi.org/10.35516/Hum.2025.8697

Keywords:

Advertisements, Emotional Appeals, Zain Company

Abstract

Objectives: This research aims to identify the most commonly used emotional appeals in Zain Telecommunications Company's advertisements during Ramadan and Eid al-Fitr. Additionally, it seeks to explore the prevalent themes and advertising elements employed in these promotional materials.

Methods: The researchers used a survey methodology, with content analysis as the primary tool. The study focused on advertisements produced by Zain from 2008 to 2023, with a sample size of 31 television commercials.

Results: The findings revealed that Zain relies on emotional appeals in its advertising strategies. The study highlighted a variety of human-centered themes, with a particular focus on showcasing conflicts, societal struggles, and human suffering. Moreover, the advertisements tend to raise awareness of various social and cultural issues through compelling and impactful storytelling techniques.

Conclusions: This research contributes to the growing literature on emotional marketing strategies in the telecom sector, especially during culturally significant periods such as Ramadan and Eid al-Fitr. The findings offer insights into the intersection of emotional appeals, social responsibility, and commercial advertising in the Middle Eastern market.

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