A Comparative Analysis of Advertising Appeals in Anti- smoking Advertisements (Print and Online display ads) from 1990s to 2020s in the U.K
Year: 2025
Type: article
Abstract: This study provides a comparative analysis of advertising appeals in static anti-smoking advertisements in the U.K. from the 1990s to the 2020s, using quantitative content analysis. The research evaluates print and online display advertisements, focusing on the prevalence of rational (gain-framed and statistical) and emotional (fear and guilt) appeals. The study investigates shifts in appeal usage over time and the broader societal and regulatory influences driving these changes. Findings indicate a strategic shift in public health messaging, moving from fear-based appeals in the 1990s to increased reliance on gain-framed appeals by the 2020s. This study enhances academic understanding of how advertising appeals have evolved in response to media transformations, government regulations, and social attitudes.
Authors: Ayomide Adebare, Jill Nash
Institution: Bournemouth University
Language: English
Subfield: Physiology
Field: Medicine
Domain: Health Sciences
Open Access status: diamond
OpenAlex ID: W4410858995