Fear Appeal In Advertising Essay

Advertising is a paid source of communicating with the customers, whether the customer is a viewer, reader or listener so that they get attracted towards the product or services. There are multiple source of advertising such as newspapers, magazines, radio, televisions broadcast, wall paintings, etc.

Increasing market share is the most important objective of business and key to it is advertising. One common effect of advertising on consumers is to create awareness of the product or service to influence their buying decision. Advertising can create a shift in the thinking of the consumer.

Advertising agencies and companies use different types of advertising appeals to influence the buying decision of the customer. There are three types of appeal:-

It is a way of projecting the risk of using or not using a specific service, idea, or product in such a way that if they don’t use it some particular drastic consequences will occur. Fear evolves around a mechanism to safe guard human being from threatening conditions. Every human being wants a fear free brain so they tend to buy that good or services easily without using their conscience mind. It is a fact that brains fear connection is more powerful than the brains reasoning

It is an obvious question that it should be used or no because of the possible social negative effects of anxiety invigoration. But there is a positive relation between the fears aroused and solutions offered as remedy. Therefore one must be very sure about using this appeal in their advertisements. For example if any advertising company is using fear appeal in order to discourage the use of smoking by showing its negative effects on your body to promote their chewing gum which controls smoking. It will be very easy for them to target their customers and position their product by creating fear in them. Where as if we use fear appeal to promote make-up or deodorant it might not work as it may be not that relevant to the customers.

Fear appeal can be direct or indirect both. A direct fear appeal targets on the welfare of the customer where as an indirect fear appeal focuses on motivating other people when in danger. Three additional factors contribute to success whether the appeal is direct or indirect. (1) Ad should be designed in order to motivate changes in individual’s nature. (2) Ad should be distributed among the appropriate target audience. (3) They should use a sustained communication effort to bring