How we are tempted into debt: emotional appeals in loan advertising in UK newspapers

2.50
Hdl Handle:
http://hdl.handle.net/10547/622270
Title:
How we are tempted into debt: emotional appeals in loan advertising in UK newspapers
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 ) ; Czarnecka, Barbara; Danbury, Annie Hagen; Farquhar, Jillian Dawes
Abstract:
The purpose of this study is to examine the use of emotional appeals in loan advertisements and compare it to the use of emotional appeals in savings advertisements. A content analysis of 304 advertisements from nine UK newspapers revealed that the most frequently used emotional appeals in loan advertisements are the following positive emotional appeals: relief, security, and excitement. The use of negative emotional appeals such as guilt, fear, and sorrow was sporadic. Loan advertisements featured more appeals than savings advertisements. Further research will focus on analysing tag lines and images featured in the sample advertisements, and exploring consumers’ responses to, and their understanding of emotional appeals in those advertisements.
Affiliation:
University of Bedfordshire
Citation:
Mogaji E, Czarnecka B, Danbury A, Farquhar J (2015) 'How we are tempted into debt: emotional appeals in loan advertising in UK newspapers', ICORIA - London.
Issue Date:
6-Oct-2017
URI:
http://hdl.handle.net/10547/622270
Type:
Conference papers, meetings and proceedings
Language:
en
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.contributor.authorCzarnecka, Barbaraen
dc.contributor.authorDanbury, Annie Hagenen
dc.contributor.authorFarquhar, Jillian Dawesen
dc.date.accessioned2017-10-09T11:56:38Z-
dc.date.available2017-10-09T11:56:38Z-
dc.date.issued2017-10-06-
dc.identifier.citationMogaji E, Czarnecka B, Danbury A, Farquhar J (2015) 'How we are tempted into debt: emotional appeals in loan advertising in UK newspapers', ICORIA - London.en
dc.identifier.urihttp://hdl.handle.net/10547/622270-
dc.description.abstractThe purpose of this study is to examine the use of emotional appeals in loan advertisements and compare it to the use of emotional appeals in savings advertisements. A content analysis of 304 advertisements from nine UK newspapers revealed that the most frequently used emotional appeals in loan advertisements are the following positive emotional appeals: relief, security, and excitement. The use of negative emotional appeals such as guilt, fear, and sorrow was sporadic. Loan advertisements featured more appeals than savings advertisements. Further research will focus on analysing tag lines and images featured in the sample advertisements, and exploring consumers’ responses to, and their understanding of emotional appeals in those advertisements.en
dc.language.isoenen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectemotional appealsen
dc.subjectUnited Kingdomen
dc.subjectnewspapersen
dc.subjectadvertisingen
dc.subjectN561 Advertisingen
dc.titleHow we are tempted into debt: emotional appeals in loan advertising in UK newspapersen
dc.typeConference papers, meetings and proceedingsen
dc.contributor.departmentUniversity of Bedfordshireen
dc.date.updated2017-10-09T11:39:27Z-
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