Fear Appeal In Advertising Analysis

Fear appeal are all about the fear. Fear is an affective state that protects us against danger and a motivational state leading us away from danger (Ferguson and Phau, 2013). As claimed by Witte (1992) Fear appeals in advertising that attract attention and ‘‘scare’’ audiences into changing their attitudes or behaviour. Fear appeal are also used commonly as a persuasion technique (Morales, Wu and Fitzsimons, 2012). Fear appeal is a good way to deliver message which consider dangerous to the people or to spread way on how to avoid dangers or to change the attitude of people. There are two concepts in fear appeal. This is in line with Witte and Allen (2000) who differentiate the two concepts arguing that fear is an emotional response while