A content analysis of guilt appeals in animal welfare campaigns

dc.contributor.advisor Su Jung Kim
dc.contributor.author Wen, Tianxin
dc.contributor.department Greenlee School of Journalism and Communication
dc.date 2018-08-11T15:22:37.000
dc.date.accessioned 2020-06-30T03:08:15Z
dc.date.available 2020-06-30T03:08:15Z
dc.date.copyright Fri Jan 01 00:00:00 UTC 2016
dc.date.embargo 2001-01-01
dc.date.issued 2016-01-01
dc.description.abstract <p>Guilt appeals are common promotion strategies used by animal welfare organizations and animal shelters; however, little research has paid enough attention to the formation of guilt appeals and the association among different elements of guilt appeals. The purpose of this study is to investigate the frequency of different guilt appeal-generating elements used in animal welfare campaigns and the relationship among these elements. A content analysis of 338 animal welfare campaign posters for eight animal welfare topics was conducted using data from Google and Bing image search engines.</p> <p>The research found that reactive guilt and anticipatory guilt are both most frequently used in animal welfare campaigns. In addition, most campaign posters tend to include harmfulness in their content. The statements of fact and victims are the most frequently expressed verbal and visual message, respectively. This study also found that components of guilt appeals are associated with different types of guilt. However, the association between guilt types, the intensity of guilt, and visual messages dis not show any statistical significance. Overall, this study advances the understanding of how animal welfare organizations attempt to achieve their persuasive goals by using guilt appeals. Moreover, the findings from this study provide a foundation on how guilt is created from theoretical and practical perspectives for those interested in researching the effect of guilt appeals used in animal welfare campaigns.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/etd/16036/
dc.identifier.articleid 7043
dc.identifier.contextkey 11169590
dc.identifier.doi https://doi.org/10.31274/etd-180810-5663
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath etd/16036
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/30219
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/etd/16036/Wen_iastate_0097M_16160.pdf|||Fri Jan 14 20:54:13 UTC 2022
dc.subject.disciplines Advertising and Promotion Management
dc.subject.disciplines Journalism Studies
dc.subject.disciplines Marketing
dc.subject.disciplines Mass Communication
dc.subject.keywords Animal Welfare
dc.subject.keywords Guilt Appeals
dc.title A content analysis of guilt appeals in animal welfare campaigns
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication a90aa4f9-cd8d-4028-bba5-91b31d745f15
thesis.degree.discipline Journalism and Mass Communication
thesis.degree.level thesis
thesis.degree.name Master of Science
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