Providing a Theoretical and Practical Guidance for Fear Appeal Advertising

Often pictures can convey a stronger and more appealing message than a speech. With this in mind, the Centers for Disease Control advertising campaign promoted the importance of getting flu shots effectively through their visual media advertisements. Visual media can be evaluated through many factors. For instance, this type of media uses certain techniques to appeal to their audience: association, bandwagon, universal appeal, and flattery. The Centers for Disease Control's flue vaccine advertising campaign uses many appealing persuasive techniques to convey that getting vaccinated is beneficial.

Tobacco ads have stood out to me from a young age, I was used to seeing cigarette ads in every magazine and street corner. When I was 11 I joined a tobacco advocacy group, I wanted to inform young people my age about the dangers of tobacco but mostly I joined because they paid me. I found these two ads and I remembered sitting in an empty classroom analyzing tobacco ads and discussing how they appeal to us. I found two ads, both from the most recent issue of a popular celebrity gossip magazine. The first major difference one notices is that of the ads is catered to a completely different audience. Blu E-cigarettes cater to the new age of tobacco consumers. While Newport menthol cigarettes are tried and tested, a classic. The major differences in this ad make it difficult to pick which one is most effective at getting more buyers of their product. Newport’s ad is

In any given setting, the main objective of using of using rhetoric is to make the message more effective and convincing the audience to act or abide by the message being transmitted to them. Persuasion in television advertisement in television commercial is aimed at reaching millions of customers and potential customers. The state farm insurance company has not been left behind in trying to utilize the power of rhetoric in most of it television commercials to marketing their services and lure new customers to join the rest in using the company services. As we will see from the evidence later in this research, this state firm video "Like a Good Neighbor, state farm is there” utilizes a number of strategies that have been borrowed from the Compliance Gaining Theory its endeavor to effectively persuade its audience. According to the theory, Compliance gaining involves efforts put in place to gain customer loyalty by focusing on choices that people make about what has been said when trying to be persuaded to behave in predetermined manner about the massage sent to them (O'Shaughnessy and O'Shaughnessy 21). This research article is intended to show that yes the commercial video, “Just like a Good neighbor, state farm is there” is effective in transmitting the intended message to the

Approximately twenty percent of adults in the United States smoke cigarettes, it is this habit which is the number one cause of death that is easily preventable. Anti-smoking advertisements are seen throughout our society, usually showing the harmful effects of tobacco through graphic pictures or other shocking images. The advertisement I chose is a black and white image, showing a young man smoking a cigarette, with the smoke from it forming a gun pointed at his head. Off to the side appear the words, “Kill a cigarette, save a life. Yours.” The advertisement makes use of the three rhetorical appeals of logos, ethos, and pathos through its image and implied meanings. Through this, the image is able to convey a strong sense of danger and bring awareness to the deadliness of smoking.

The persuasive technique of appeal to fear is prominent in the anti-meth commercials due to the fact that these commercials focus primarily on frightening situations to try and persuade the targeted audience not to try meth even once. According to Logical Self Defense, appealing to fear is used in an “attempt to induce belief or action” (9), and an example of this would be “I have a gun! Gimme the money!” (9).

When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.

Another woman brings up to a little girl how smoking can increase your risk of aging. This advertisement shows logos into play. Logos is shown when it is stating the reasoning on why children should not start smoking. Pathos is also shown when the adults state the reason why one should not pick up a cigarette. The different kind of effects creates a sense of fear and avoidance of the product.

Smoking continues to be an increasing problem in both the United States and around the world. Advertisements of many types continue to aid in lowering the use of cigarettes by teenagers. In this advertisement, published by the Food and Drug Administration (FDA), many rhetorical devices are used to help appeal to the audience’s senses, understanding, and perception on smoking cigarettes. Using a young woman in the advertisement shifts the focus towards teenagers that smoke cigarettes, have thought about smoking, or have been around others that do smoke. With the incorporation of the FDA’s “The Real Cost” campaign logo, facts about the outcome of smoking, and the photograph of the young girl's face, this advertisement serves the purpose of grabbing the attention of teenagers that use cigarettes and warns them of the negative outcomes of smoking by using certain appeals: ethos, pathos, and logos.

When followed by recommendations, threats define the typical format of a fear appeal. Threats in its entirety refers to undesirable events, whereas recommendations refer to strategies for dealing with these undesirable events (Boyd, 1995). This study focusses in on a curvilinear hypothesis, where the amount of fear generated by a fear appeal mediates message compliance. “The subjects were informed that the purpose of the study was to obtain their reactions toward ads being considered for inclusion in a college-oriented magazine publication, entitled NOT (Boyd, 1995). The relationship between the generated fear and message compliance in turn forms an inverted U. At low levels of fear, users are uninterested to process the fear appeal because they consider the information as insignificant. At high levels, however, consumers tend to engage in defense mechanisms such as denial, prevention, and anger (Boyd, 1995). Two aspects of a threatening message operate in a multiplicative fashion to engender fear as well. These two aspects consist of severity and vulnerability. Severity refers to the noxiousness of a threat, whereas vulnerability refers to the probability of threat occurrence if no action is taken. A balanced fear appeal bears

Each day we are bombarded with advertisements from a plethora of corporations in every waking moment of our lives. Advertising agencies have become so advanced at what they do, that often times we may not even realize we are being advertised a product. This raises an interesting ethical dilemma over a certain type of advertising: persuasive advertising. Philosophers, economists, and business professionals have debated over whether or not persuasive advertising is an immoral violation of the autonomy of consumers. While not all forms of advertising are in and of themselves certainly immoral, persuasive advertising is particularly reprehensible due to the fact that not only does it manipulate our unconscious desires of which we are completely unaware in order to sell a product, but it also routinely leads us to act against our own best interest, thus overriding our autonomy.

A comparison of the two advisements that were selected demonstrates that one shows smoking and the other expresses domestic violence. The advertising of both smoking and domestic violence issues is suited to a mature audience, furthermore the targeted audience are those whom have issues regarding addiction. Techniques were used in relation to the following: audience & context, purpose and language conventions. The intended ‘smoking’ audience shows the families where adults smoke causes harm to the children through passive smoking as indicated in the words of the two toe tags. Meanwhile the domestic violence advertisement encompasses the awareness of violence in the individual’s home. The intention of the advertisement shows the adult with ‘smoker’

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;

Marketing and advertising play a major role in the promotion of companies and products in the United States. Consumers are constantly surrounded by advertisements by means of television and radio commercials, billboards, magazines, and even social media. But how exactly do companies appeal to their consumers? My topic explores the different strategies used to persuade everyday people to use a certain product or service. One of the biggest effective strategies used in advertising is by appealing to the audience’s emotions. I chose to analyze two different sources for my research. The first source is called Emotional Moneymaker: Why Advertisers Need to Appeal to Emotions, and it talks about emotion-based

There was a time when advertisement were made only to market and sell the products but now dramatic changes have taken place in this field (Shead and Dobson 01). Today companies not only want to sell their products but also aim to create emotional attachment with the customers for which they do emotional or subliminal advertising.

Advertising has become an integral part of our society. In the world of advertising, many tactics and strategies are used to lure consumers into purchasing a product or delivering a message. Producers try various ways to attract people’s attention, and persuasive advertising is one of the many methods they use to promote ideas that can earn them consumers’ trust and loyalty as well as to advertise for their products. In persuasive advertising, advertisers try to apply the appropriate use of persuasive tools to appeal to the consumer and get their message through. The BMW advertisement of texting and driving uses pathos, or the emotion of regret, and the use of this emotion is being applied effectively because regret is associated with all car accidents especially those due to texting and driving.