  The online advertising industry continues to grow and accounts for over 40%
of global advertising spending. Online display advertising consists of images
and text, and advertisers maximize sales revenue by contacting consumers
through advertisements and encouraging them to make purchases. In today's
society, where products are becoming more homogenized and needs are
diversifying, appealing to consumer psychology through advertisements is
becoming increasingly important. However, it is not sufficiently clear what
kind of appeal influences consumer psychology. In this study, we quantified the
appeal of the text in advertisements for health products and cosmetics, which
were actually delivered in Instagram advertisements (one of display
advertisements), by applying linguistic inquiry and word count (LIWC). The
correlation between click-through rate (CTR) and the text was analyzed. The
results showed that negative appeals that arouse consumer anxiety and a sense
of crisis were related to CTR.
