Gabriel, Janice K
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The purpose of this study was to perform a content analysis of present day advertising’s use of emotional and rational appeals in magazines. It investigated magazines geared toward each gender and identified if there was a dominant appeal used for either gender. The research also investigated if there was a correlation between advertising appeal and product involvement. The study discovered that there was a difference in the way that advertisers advertise to men and women. Advertisers use mostly emotional appeals when they advertise to women and use a more balanced approach, or rational and emotional appeals, when advertising to men. The research also indicated that emotional appeals were more prevalent than are rational appeals in the magazine advertising sampled. Implication for the advertising industry, academic research and social equality are discussed.