MANAGEMENT

Detailed explanation-1: -Ads that tap into our emotional reaction to an issue, rather than just our rational or informational needs, are called “fear appeals.” They are named this way because they try to leverage our fear of an issue as a way to jump-start us into action.

Detailed explanation-2: -Emotional appeal (e.g. fear): Appealing to the emotions of your audience. For example, when a propagandist warms members of her audience that disaster will result if they do not follow a particular course of action, she is using fear appeal.

Detailed explanation-3: -For example, a recent anti-smoking ad featured children appealing to their real mums and dads to give up the habit, while a binge drinking ad asks: “You wouldn’t start a night like this, so why end it that way?” Both use consumers’ guilty consciences about their bad behaviour to encourage them to change.