1. fear

2. Agenda1. Theory2. Research3. Practical application 3. Shock tactics Better effect on theaudience and very strong motivator 4. Fear Appeals Very common in marketing and every day life Persuasive information evoking fear or concern Frightening negative descriptions with negative or painfulconsequences People pay attention to message Adopting recommendations in the message Category of emotional appeals 5. Message Content 6. Protection Motivation Model Severity of the threat Probability of occurrence Effectiveness of a coping response Ease with which the response can be implemented 7. Reaction 8. Extended Parallel Process Model Fear = multidimensional Messages could lead to 2 opposing mechanisms: Danger control (message regarded as serious andrecommendation in the ad is followed) Fear control (physical defense mechanism reducingfear leading to resistance) Positive reaction: perceived self-efficacy is higher than theperceived threat 9. Threat andrecommendation Threat on a moderate level (not too strong to forcefreezing, strong enough to be taken seriously) Recommendations aregood, recognizable, realistic, convincing Emotion not the most important component description and recommendations have to be worked outwell Pattern of fear (fear only, fear-relief) 10. Vulnerability Extent to which a person things he is vulnerable Largest effect in behavior when person thinks he isvulnerable If not: no effect by information about serious consequences Often misperceptions, denial, misunderstanding of the threat E.g. AIDS prevention for college students 11. audience 12. Target audience Different people fear different things Consider response of target audience Promotion people Prevention people Different reactions depending on culture, age, gender etc. Study with Canadian and Chinese smokers 13. disgust 14. Disgust as enhancing factor Fear + disgust = emotions of avoidance Fear: avoidance reaction when threat is imminent Disgust: immediate action after threat Experiment with different groups, based on questionnaire Result: disgust provides a positive enhancing boost to fearappeals 15. Practicalapplications 16. Tips from former smokersTargeting smokers ages18 to 34, it featuredformer smokers whowere horribly disfiguredand scarred fromsmoking relating theirown personal stories. 17. Check yourself before youwreck yourself with a stranger,because you dont know whochecked in before you. spots, for the AIDS Council 18. Lauren Luke is anexpert at coveringthings upwhich iswhy shes the perfectspokeswoman for acampaign urging theopposite when itcomes to domesticviolence. 19. References Bachman, K. (2012). Feds Anti-Smoking Fear Campaign Scares Up Quitters: 50,000 dump the habit. RetrievedOct 20, 2012, from http://www.adweek.com/news/advertising-branding/feds-anti-smoking-fear-campaign-scares-quitters-141682. Bachman, K. (2012). Fear Factor: Feds Launch New Anti-Smoking Campaign: Ads mimic blocked tobaccowarning labels. Retrieved Oct 20, 2012 from http://www.adweek.com/news/advertising-branding/fear-factor-feds-launch-new-anti-smoking-campaign-138975. Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An Integrated Marketing CommunicationsPerspective. Boston: Irwin/McGraw-Hill. Cullers, R. (2012). Think Twice Before Foursquaring That Stranger, Say AIDS Ads: Who checked in beforeyou?. Retrieved Oct 20, 2012 from http://www.adweek.com/adfreak/think-twice-foursquaring-stranger-say-aids-ads-144627. De Pelsmacker P., et al. (2009). Marketing Communications: A European Perspective. New York: Prentice Hall. Laroche, M., et al. (2001). A cross-cultural study of the persuasive effect of fear appeal messages in cigaretteadvertising: China and Canada. International Journal of Advertising, 20(3), 297-317. LaTour, M. S. & Pitts, R. E. (1989). Using Fear Appeals in Advertising for AIDS Prevention in the College-AgePopulation. Journal of Health Care Marketing, 9(3), 5-14. Mayfield, Z. (2006). Fear Appeal Messages and Their Effectiveness in Advertising. Retrieved Oct 20, 2012 fromhttp://voices.yahoo.com/fear-appeal-messages-their-effectiveness-advertising-31626.html. Nelfa (2011). The Appeal of Fear Appeals. Retrieved Oct 20, 2012 fromhttp://nelfa.wordpress.com/2011/01/14/the-appeal-of-fear-appeals/. Nudd, T. (2012). Ad of the Day: Refuge Lauren Luke covers up cuts and bruises in BBHs well-placed domestic-violence PSA. Retrieved Oct 20, 2012 from http://www.adweek.com/news/advertising-branding/ad-day-refuge-141551. Fill, C. (2009). Marketing Communications: Engagement, Strategies, and Practice. Harlow: Prentice Hall. SWOV (2011). SWOV Fact sheet: Fear-based information campaigns. Retrieved Oct 20, fromhttp://www.swov.nl/rapport/Factsheets/UK/FS_Fear_appeals.pdf. Weinreich, N. (2006). Making Fear-Based Campaigns Work. Retrieved Oct 20, 2012 from http://blog.social-marketing.com/2006/06/making-fear-based-campaigns-work.html. Witte, K. & Allen, M. (2000). A Meta-Analysis of Fear Appeals: Implications for Effective Public HealthCampaigns. Health Educ Behav, 27(5), 591-615. doi: 10.1177/109019810002700506. Young Peoples Response to Intended Shocking Road Safety Messages (2007). Retrieved Oct 20,2012 fromhttp://www.slideserve.com/cher/fear-appeals. 20. Images Centers for Disease Control and Prevention (2012). Shawns Ad. Retrieved Oct 23, 2012 fromhttp://www.cdc.gov/tobacco/campaign/tips/resources/ads/tips-ad-shawn-full-v1a.pdf. Evaxebra (2008). Bloodbath. Retrieved Oct 20, 2012 fromhttp://www.flickr.com/photos/evaxebra/2908893510/sizes/l/. Hawk, Thomas (2006). The Calm After the Show. Retrieved Oct 23, 2012 fromhttp://www.flickr.com/photos/thomashawk/155918164/sizes/l/in/photostream/. JessArt (2009). Frightened. Retrieved Oct 23, 2012 fromhttp://www.flickr.com/photos/36671572@N04/4142165844/sizes/l/in/photostream/. Martin, David (2009). Shoot him, now that you can!!!. Retrieved Oct 23, 2012 fromhttp://www.flickr.com/photos/salaboli/3370155708/sizes/z/in/photostream/. Shandi-lee (2010). Pieces. Retrieved Oct 20, 2012, fromhttp://www.flickr.com/photos/shandilee/5022057355/sizes/l/. Wiseacre photo (2006). Through the mouth of your eye through the eye of the needle its easierfor me to get closer to heaven than ever feel whole again. Retrieved Oct 23, 2012 fromhttp://www.flickr.com/photos/wiseacre/175479093/sizes/l/in/photostream/. Woplu (2009). Queuing. Retrieved Oct 23, 2012 fromhttp://www.flickr.com/photos/wklemp/3375764665/sizes/l/in/photostream/.