The Use of Emotional Imagery and Language in Egg Donation Web Sites

This research study sought to explore the use of emotional imagery and language on popular web sites that target egg donors. The research process included (1) systematic selection of Internet sites most accessible to consumers and (2) a standardized description of each Internet site. From September 1, 2010 to October 1, 2010, the three-member research team gathered and analyzed the content of 19 web sites. Overall, the majority of egg donation web sites utilized emotional imagery and language in their appeals to egg donors. The most common emotional language used was "gift" or "gift of life," mentioned 16 times on a total of nine web sites. Moreover, three themes emerged pertaining to this emotional language: (1) making dreams come true for reproductively challenged women, (2) giving the gift of life, and (3) life-changing journey for the egg donor. Implications for social work practice, policy, and research are discussed.