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An appeal to fear (also called argumentum ad metum or argumentum in terrorem) is a fallacy in which a person attempts to create support for an idea by attempting to increase fear towards an alternative. An appeal to fear is related to the broader strategy of fear appeal and is a common tactic in marketing, politics, and media (communication ...
It generally describes a strategy for motivating people to take a particular action, endorse a particular policy, or buy a particular product, by arousing fear. A well-known example in television advertising was a commercial employing the musical jingle: "Never pick up a stranger, pick up Prestone anti-freeze."
Usually for advertising rather than political purposes, sexual arousal may also be used. For example, a message promoting a brand of motorcycles to a male target audience may also include sexually attractive bikini-clad women within the advertisement, to make the product more appealing to the audience by targeting sexual desires. However, some ...
Appeal to fear – generating distress, anxiety, cynicism, or prejudice towards the opponent in an argument. [79] Appeal to flattery – using excessive or insincere praise to obtain common agreement. [80] Appeal to pity (argumentum ad misericordiam) – generating feelings of sympathy or mercy in the listener to obtain common agreement. [81]
The commercial used fear and guilt, an effective advertising principle, to make people take action to protect the next generation. [2] The ad ran for under a minute and only aired once, but due to the right wing, pro-war views of Barry Goldwater, the Republican candidate, it resulted in a 44 to 6 state victory for Lyndon B. Johnson. [citation ...
A political video reminded women that they can vote for Vice President Kamala Harris without telling their husbands, enraging prominent conservatives and reigniting a fiery discourse that ...
While using fear in ads has generated some negative reactions by the public, there is evidence to show that "shockvertising" is a highly effective persuasion technique, and over the last several years, advertisers have continued to increase their usage of fear in ads in what has been called a "never-ending arms race in the advertising business".
The ad will air nationally on cable, including Fox News, as well in media markets like West Palm Beach – where Trump’s Mar-a-Lago club is – and in Philadelphia as part of a $370m media blitz ...