Show simple item record

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.
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
html.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.


Files in this item

Thumbnail
Name:
ICORIA2015LoanadvertisingWorki ...
Size:
333.2Kb
Format:
PDF

This item appears in the following Collection(s)

Show simple item record

http://creativecommons.org/licenses/by-nc-nd/4.0/
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-nd/4.0/