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

  • Barbara Czarnecka
    ,
  • Barbara Czarnecka
    ,
  • Annie Danbury
    ,
  • Emmanuel Mogaji
    ,
  • Jillian Dawes Farquhar
Research Output:
Contribution to conference
Paper
 Peer-review

Open access

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.

Publication Information

Output type

Research Output:
Contribution to conference
Paper
 Peer-review

Original language

English

Publication milestones

  • Published - 06/10/2017

Publication status

Published - 06/10/2017

Publication IDs

  • handle.net: 10547/622270

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