Use of Fear Appeal.

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have i been missed?

another round of essays, production, projects..n tuition.
was intrigued by some stuff i did for my marketing essay -
here's them.

Use of Fear Appeal to encourage


Taken from:
http://herworld.com/beauty_news.html

The fear in the advertisement comes from the 'new research' that shows that environmental, oxidative and emotional stress can turn up the volume of melanin production in our skins, which leads to more dark spots. Experts and professional research always have more impact on consumers who, in this age of advanced science and technology, look for facts and figures to support arguments. Also, the comparison of blackheads, which are significantly less obvious than pimples, with the latter strikes a chord within the women's hearts.

After establishing the fear in the women, the advertisement cleverly introduces their product and establishes how it can improve the condition. Again, the emphasis of scientific material used in the manufacturing of the product – the potent plan extracts, Yeast Extract, etc and how they work against the deterioration of the skin provides the readers with what seems like scientific proof. With the knowledge of what goes into the product, consumers are more assured of its origin (no pun intended) and cross the line from the status of a stranger to the product to one that is more familiar with it, being able to even introduce it to others if they remember the ingredients used.

Targeted especially at the female population (taken from the online herworld magazine), the advertisement seems to understand women’s problems and how the population view products. The early establishment of the fear, also the problem, convinces quite well with the scientific elements in the text. I feel that the understanding of the problem – what causes it, how serious it is – makes the problem more real. After this initial fear is set up, the clever introduction of the product in a similar manner to deal with the problem seems to offer the readers what seems like an effective solution to the problem. All in all, the advertisement uses fear appeal – though at a rather small scale, pretty effectively.

Use of Fear Appeal to discourage

without a condom, youre making love to AIDS.

Taken from:
http://www.commercialcloset.org/cgi-bin/iowa/portrayals.html?record=2626

I have chosen a different type of advertisement for the making use of fear appeal to discourage one from doing something.

The shocking graphic immediately strikes the reader as sexy yet dangerous – the exact message of the advertisement. What is distinct about the advertisement is that while it makes use of sex appeal, it merges this sex appeal with fear appeal, carrying the merger of dangerous sex directly and effectively across to the reader of the advertisement.

The caption on the website serves the purpose of illustrating further the point of the danger – that it comes in when you neglect the use of condom. That while fun, it is frightening if we take a step back and analyse the situation at hand.

This advertisement works effectively to attract an audience and then serves its purpose perfectly, directing the message efficiently across – with just aesthetics, and no text. Unlike the previous example, this advertisement does not make use of scientific analyses to convince the readers – we know enough about the dangers of sex without condoms and AIDS. The choice of putting the message across in the most graphic manner possible serves its purpose without coming across as too frivolous and superficial. The graphics bring out the essence of the fear and danger in the situation without reiterating – like what a lot of other advertisements do – yet again the scientific dangers of unprotected sex.

I would also like to bring in one example of a boring advertisement of a similar nature in its purpose, trying too hard to convince.

The use of the unattractive graphics do not entice people to read, unless they are already concerned about the issue – which means they are only bringing the message across to existing ‘market’ while the previous one would attract a significantly larger readership. While the following report features a lot of scientific facts not dissimilar to the first advertisement for Origins, the manner in which the facts are introduced are boring and dead-serious (no pun intended), not to mention the length of the article.

With or without comparison, I feel the previous advertisement on the dangers of unprotected sex works efficiently.

access the following link:
informative indirect discouragement