@article{casais_pereira_2021,  title={The prevalence of emotional and rational tone in social advertising appeals},  volume={56},  ISSN={2531-0488},  url={https://doi.org/10.1108/RAUSP-08-2020-0187},  DOI={10.1108/RAUSP-08-2020-0187},  number={3},  journal={RAUSP Management Journal},  publisher={Universidade de São Paulo},  author={Casais, Beatriz and Pereira, Aline Costa},  year={2021},  month={Jul},  pages={282–294} }