25. Negative appeal is recognized as an effective method of persuasion in advertising. A study in The

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25. Negative appeal is recognized as an effective method of persuasion in advertising. A study in The Journal of Advertising reported the results of a content analysis of guilt and fear ad- vertisements in 24 magazines. The number of ads with guilt and fear appeals that appeared in selected magazine types follows. Magazine Type News and opinion General editorial Family-oriented Business/financial Female-oriented African-American Type of Appeal Number of Ads Number of Ads with Guilt Appeals with Fear Appeals 20 10 15 11 30 19 22 17 16 14 12 15 Use the chi-square test of independence with a .01 level of significance to analyze the data. What is your conclusion?

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Ali Khawaja

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