A Content Analysis of Guilt Appeals in Popular Magazine Advertisements

Abstract

The authors document advertisers' application of guilt appeals as a method of influence. A content analysis of guilt advertisements in 24 magazines reveals that (1) 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.