What Are They Really Selling? A Content Analysis of Advertisements During Religious Television Programming

Abstract

ABSTRACT This study quantitatively analyzed the content of television commercials aired during religious programs to determine the categories of products being promoted and the primary method used by advertisers to appeal to highly religious consumers. Medical- and life-related products are the largest category. Fear-related appeals occurred in the advertisements at the high rate of 81%. The results suggested that marketers attempt to appeal to Christian fundamentalist viewers with fears, anxieties and doubts.