An appeal is the motive to which an ad is directed. Studies on effective appeals, including the fear appeal in green advertising, have been limited. To narrow this research gap, this study examines the effect of fear appeals in green advertising on attitude and behavioral changes compared to those that are not fear based. I attempted to dispel the popular notion that fear appeals dont work by. Therefore fear appeals or fear evoked persuasion is a technique that should be used rather delicately. An issue which cannot satisfactorily be resolved in this short article concerns the effect of con. A metaanalysis of fear appeal effectiveness and theories. A crosscultural study of the persuasive effect of fear appeal messages in cigarette advertising. The purpose of this research paper is to answer the following questions.
Using fear appeals in advertising for aids prevention in the collegeage population. Appealing to fear american psychological association. Gulas the use of humor has become common practice in advertising. Advertising practitioners employ different persuasion tactics, referred to as advertising appeals, to gain attention of the target audience. To narrow this research gap, this study examines the effect of fear appeals in green advertising on attitude and behavioral changes compared to those that are not fearbased.
Improving fear appeal ethics, page 2 introduction the use of fear appeals in advertising is not universally accepted and can backfire or have unintended negative ethical effects on consumers latour, snipes, and bliss, 1996. The effect on motherhood and environmental concern thesis presented to the graduate council of texas state universitysan marcos in partial fulfillment of the requirements for the degree master of arts by shawna r. I whether continuous exposure to fearappeal advertising creates highanxiety persons in the message audience itself. In short, the transition from a discussion of general business ethics to fear appeal advertising is lacking. A comparison between china and canada weiluo hu this thesis compares the fear appeal usage frequency differences between chinese and canadian magazine advertisements. The origins of lowfear appeals in consumer product advertising can be attributed to listerines 1920s advertising campaign in which a market for mouthwash was essentially created from nothing. An exploratory study examining fear appeals in print. Evaluating a fear appeal message to reduce alcohol use. An exploratory study examining fear appeals in print advertisements. Fear appeal message 482 lem of binge drinking on college campuses is to use fear appeal messages that motivate students to drink responsibly. Latour and rajan nataraajan this paper examines the tenability of a twodimensional tension and energy formulation of fear arousal.
Fear appeals vs selfefficacy and social norms campaigns. From wikibooks, open books for an open world guilt and shame appeals in social marketing. Although these messages are often used in political, public health, and advertising campaigns in the hopes of reducing risky attitudes, intentions, or behaviors. We content analyzed 4155 chinese, french, and canadian print ads to examine how fear advertising differs across countries or cultures. However, fear appeals have impact on purchasing decision of customer. In particular, this paper includes the following sections. The seven major types of advertising appeals include musical, sexual, humor, fear, emotional, rational, and scarcity, which all have the common goal of influencing the way consumers. Individual selfefficacy may play a role in moderating the effects of fear appeals. A fear appeal is a persuasive message that scares someone with the intent to motivate him to act against the threat. This exploratory study stems from the theoretical premise that increasing tension generates energy up to a certain point, and beyond that threshold.
Ishn017 1 designing an effective fear appeal last month i addressed the topic of using scare tactics to activate safetyrelated behavior. The growth of fear appeals in advertising the marketing. An advertising fear appeal posits the risks of using or not using a specific product or service, or the idea such that if you do not buy, some particular dire consequences will occur glascoff, 2000. Abstract this paper examines the tenability of a twodimensional tension and energy formulation of fear arousal effects in the context of print advertising. This is an accepted manuscript of an article published by. A fear appeal in advertising is a message that is designed to scare the intended audience by describing a serious threat to them. Presenting a fear appeal more than doubles the probability of change relative to not presenting anything or presenting a lowfear appeal, said albarracin.
How negative advertising works and when it doesnt by. Abstract fear appeals are frequently used in antismoking advertising. A fear appeal message attempts to arouse the emotion of fear by depicting a personally relevant and significant threat eg, being arrested and prosecuted for alcohol consumption and. There are different kinds of advertising appeals such as sex appeal, humor appeal, fear appeal, music appeal, and guilt appeal. Fear appeal fear is also an important factor that can have incredible. In advertising contexts where the intention was to encourage socially desirable. Emotional and fear appeal in advertising is an effective approach to aware against air pollution in society preprint pdf available november 2017 with 1,032 reads how we measure reads. It is recommended that when using fear appeals in advertising to discourage undesirable behaviour, advertisers should incorporate messages designed to enhance. Fear appeals are persuasive messages that attempt to arouse fear by emphasizing the potential danger and harm that will befall individuals if they do not adopt the messages recommendations dillard, 1996. Inconsistent results concerning the impact of fear appeals in consumer behavior are noted.
Following are some examples that appropriately employ fear appeal to make an good ad. The metaanalysis suggests that strong fear appeals produce high levels of perceived severity and susceptibility, and are more persuasive than low or weak fear appeals. Impact of fear appeal in advertisement on consumer buying. These different emotional appeals form the basis of many advertising messages. Fear produces a significant though small amount of change across the board. At the time of airing, the average person bathed once a week, never put on deodorant and body odours were accepted as part of life.
Marketing science institute 1992 has yet to be answered. Through comparing the canadian and chinese fear appeal. Before using the fear element in an advertisement, issues such as how. In the interim, a great deal of humor research has been conducted. A content analysis of fear appeal advertising in canada. The effectiveness of fear appeals in green advertising. Different types of advertising appeals advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. Advertising is a form of nonpersonal communication about a product, service, organization, or idea by an identified sponsor. At the core lies advertising appeal which is used to attract the attention of the consumers, effectively influence their feelings and change their attitude in favor of the advertised productservice. The social marketing ads represented five healthrelated behaviors smoking, drinking, driving while impaired, drug abuse, unsafe sex in five countries canada, united. The evidence on the effectiveness of fear appeals is mixed, and in some studies strong fear appeals have been found to reinforce the undesirable behaviour. The fear appeal literature is examined in a comprehensive synthesis using metaanalytical techniques.
The first study uses a content analysis to examine the use of fear appeals in a sample of 589 social marketing television ads. The ethicality of using fear for social advertising. Its purpose is to move the audience toward a goal set by the advertiser. The message conveyed through advertising appeals influences the purchasing decisions of. Fear appeal fear can be defined as an emotional reaction against a threat implying or expressing a hazard belch and belch, 2012. It generally describes a strategy for motivating people to take a particular action, endorse a particular policy, or buy a. The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions longyi lin department of business administration, aletheia university, taipei, taiwan, r. A fear appeal posits the risks of using and not using a specific product, service, or idea such that if you dont buy, some particular dire consequences will occur. This thesis includes several studies on the use of fear appeals in social marketing advertising.
In todays advertising industry, the use of fear becomes one of the most effective methods of persuasion, which works as audience will try to avoid the negative effect by practicing the suggested efficacy. Moreover, fear appeals appear in all three countries more frequently for convenience than for shoppingtype products, and more. Issues arising from employing fear appeals in advertising are outlined and practical guidelines for their use are presented. Further discussion of the appropriateness of fear appeals. Review of various models of the fear communication process and research on the effectiveness of fear appeals indicates that fear arousal is a complex, individually unique emotion. Fear appeal is a term used in psychology, sociology and marketing.
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