Describe the "fear appeal" and how it's used in public health messaging. Give an example or create your own public health message using the fear appeal. (Site 1)
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Appeal to fear is a commonly used marketing method that attempts to change behaviour by creating anxiety in those receiving a fearful message. It is regularly used in public health initiatives such as anti-smoking, anti-drunk driving campaigns as well as in hypertension awareness campaigns.
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- Fear appeal is a typical marketing strategy that aims to affect behavior by inducing anxiety in individuals who are exposed to a frightening message. It's frequently used in public health campaigns such as anti-smoking, anti-drunk driving, and hypertension awareness campaigns.
- Fear appeal is a psychological, sociological, and marketing term. It refers to a tactic for persuading people to take a specific action, support a specific policy, or purchase a specific product by instilling fear in them.
For example: There was an advertisement on television that used the musical jingle "Never pick up a stranger, pick up Prestone anti-freeze." This was accompanied by images of enigmatic strangers (hitchhikers) who, if picked up, would likely cause harm. The main draw of the commercial was not the benefits of Prestone anti-freeze, but the fear of what a "stranger" brand would do.
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