What is the attraction of fear?

Fear Appeal is an advertising and marketing strategy that seeks to instill a certain degree of anxiety among consumers, and then offer means to mitigate this anxiety by purchasing a specific goods or services. The use of campaigns for fear of appeal is common in a number of industries and has shown to be a highly effective approach to gaining attention to consumers and creating demand for different products. Over the years, there were common concerns on television, radio and even print publications. Since the arrival of the Internet, these challenges have been used in online advertising, often with the degree of success very similar to those in other media.

The basic structure of the attraction of fear is very simple. The consumer is confronted with a situation where some kind of fear or anxiety is created. Once the scenario is fixed, the advertisement continues to introduce a solution to the consumer, usually in the form of a product. Once the product is used, Ton is an obstacle removed and Strach no longer exists.

For example, access to appeal fear is often used in personal hygiene products. Advertisements express the idea that if consumers do not use a particular toothpaste or mouthwash, their dirty -looking teeth and less than fresh breath will offend people. The fear is that the consumer becomes a social outbreak, without friends and no one for whom he spends time with. If the consumer decides to use the recommended products, his teeth will be sparkling white and the musty breath will suddenly be fresh and tempting. Instead of taking people, the consumer must only use the presented products and an active social life is ensured.

The same general approach can be used to sell products such as insurance. Health insurance providers sometimes create advertising that focuses on high medical care costs and includes depictions of the sparry that must sell their home to be able toPay health costs, simply because they did not have health insurance. Companies that sell home owners can also use ads that show natural disasters and note how their insurance product can facilitate reconstruction, especially in comparison with someone who does not have insurance and loses everything it owns in the flood or tornado. In most cases, advertising will end an obvious solution: buy a product and never have to worry again.

Although very effective, the fear of appeal that is not properly managed can cause consumers to turn away from the products listed in advertising. In situations where attempts to instill an anxiety to cause a potential customer to feel intimidated or patronized, the reaction is usually irritated with an advertiser. As a result, the consumer turns away from the product and is looking for other products to meet his needs.