A content analysis of guilt appeals in popular magazine advertisements
A content analysis of guilt appeals in popular magazine advertisements
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DOI：
10.1080/00913367.1997.10673521
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发表时间：
1997-06-01
影响因子：
5.7
通讯作者：
Brotherton, TP
中科院分区：
文献类型：
--
作者：
Huhmann, BA;Brotherton, TP
作者记录了广告商将内疚上诉作为一种影响方法的应用。对24种杂志中的内疚广告的内容分析表明：（1）内疚诉求出现在广告中的水平与其他诉求相当（例如，幽默、性和比较），（2）罪恶感诉求出现在每一种杂志类型中，但在新闻和一般编辑杂志中最常见，（3）大多数罪恶感广告具有预期的罪恶感诉求，（4）最常见的单一罪恶感陈述是事实陈述，（5）罪恶感通常在广告文案中或在文案和视觉图像两者中使用，（6）内疚感诉求最常出现在慈善和健康相关产品的广告中。内容分析的影响被认为是研究方向概述。
The authors document advertisers' application of guilt appeals as a method of influence. A content analysis of guilt advertisements in 24 magazines reveals that (I) guilt appeals appear in advertising at a level comparable to that of other appeals (e.g., humor, sexual, and comparisons), (2) guilt appeals appear in every magazine type, but are most common in news and general editorial magazines, (3) the majority of guilt ads have anticipatory guilt appeals, (4) the single most common guilt statement is the statement of fact, (5) guilt is typically employed in the ad copy or in both the copy and visual images, and (6) guilt appeals appear most often in ads for charities and health-related products. Implications of the content analysis are considered and research directions outlined.