Advertising: Theory and Practice Essay

1097 WordsFeb 23, 20145 Pages
Advertising; Theory and Practice Student’s name Institutional affiliation How fear appeals might affect persuasion Fear appeal is a type of persuasive message that is designed to stir feelings of fear among the intended audience with a hope of changing a behavior. A fear appeal can affect persuasion by presenting the audience with a risk and then describing the result of failing to eliminate the risk. Moreover, a fear appeal can also work by presenting the audience with ways and means of eliminating the risk. Fear appeals mainly work by creating fear arousal through the perception of threatening stimuli. Being in a state of fear is regarded as an unpleasant emotional condition that entails physiological stimulation that evokes affective, cognitive and behavioral reactions meant to lessen the threat or reduce the feeling of fear. There are a number of theoretical models of fear appeal messages that include drive theory, protection motivation theory, transtheoritical model, extended parallel process model, health belief model, subjective expected utility theory and the theory of reasoned action (De Hoog et al, 2005). Factors that should be considered in developing the ads There are a number of factors that should be taken into consideration when developing fear appeal adverts. The main reason why these factors are important is because they are believed to affect the persuasive outcome of fear appeals. These factors are fear strength, self efficacy, perception of treatment efficacy, defense mechanisms, perceived threat and perception of norms. Drawbacks to using this technique There are a number of drawbacks that are associated with the use of fear appeal in advertisements. As noted earlier, fear appeal advertisements work by stirring feelings of fear i the intended audience. This fear is meant to work through a physiological

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