Content Analysis Of Advertising Essay
A CONTENT ANALYSIS OF EMOTIONAL AND RATIONAL APPEALS IN SELECTED PRODUCTS ADVERTISING
DR. PRIYAKA KHANNA
Department of Commerce
Khalsa College for Women, Ghumar Mandi
Civil Lines, Ludhiana-141001, Punjab
Email: khanna_priyaka@yahoo.com
(M): 98148-18576
ABSTRACT
A content analysis of 200 television commercials was conducted in order to identify the frequency of emotional and rational appeals under important product categories. The study also investigated the most preferred appeals by rural and urban children of Punjab.480 respondents in the age group 8-14 years were selected for the study. Age and gender differences with respect to preferences in regard to appeals were also analyzed. The study indicated that all number of appeals present in food and
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