Essay On Fear Appeals

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away”(Antoine de Saint Exupéry). Did you know advertisers know techniques on how to get you to purchase a product. Advertisers use appeals to attract customers and to sale business products. The most common appeals advertisers are using are fear, humor, rational, sex, and bandwagon.
Advertisers use fear appeals to benefit behavioral change. “A fear appeal is a persuasive message that scares someone with the intent to motivate someone to act against the threat” (Schutz). Fear appeals are used to change someone's behavior. To prevent behavior such as smoking or drinking and driving. Almost all fear ads would use strong wording
“One familiar marketing technique is a business may use in an attempt to persuade customers to make a purchase are rational appeals”(Rawes). Rational appeals target the necessity of a product. Advertisers do that by focusing on the features and cost of a product. Then a business creates a ad that tells the customers the benefits combined with the purchase of a product. Then the business provides evidence to back up the claims. “A rational appeal in advertising means more attention is placed on providing factual information and specific details about product benefits”(Kokemuller). An example would be a household product that says the product is more efficient and cheaper than other household products. Marketing strategist Ken Orwig affirms performing a product or telling the products benefits by citing facts or statistics are forms of proof. “When the advertiser uses rational appeal, it is also appealing to the consumer's logic, persuading the consumer to choose the result it desires”(Bradley). Small businesses use the rational appeal to have an advantage over competition. If small businesses use the rational appeal it can highly effective for the product. It helps you to market the product to more than one demographic target group at a time. Businesses create a generalized marketing campaign when you focus on the products prices and its benefits. Then the appeal turns to all
Advertisers try to show if the products is good for the group then it is also good for you. Advertisers will use the appeal to get to the individual’s desire to be popular and well liked. “The bandwagon appeal encourages the customer to ‘jump on the bandwagon’ and become like everyone else”(Root). The bandwagon appeal is seen in commercials all the time, it seems like everybody is using a certain product that way you go buy it for yourself too. The bandwagon is highly effective since we are always trying to fit into “society". “The people designing the commercials use that against us to convince us of what is acceptable in our society and what is unacceptable”(Root). Businesses tell us that their product is something that we want. "Bandwagon advertising often takes advantage of peoples' desire to be associated with a winner”(Root). Businesses also have athletes say they’re using their product. Athletes are usually used for selling soda or beer. This technique only works if the winner appeals to the product's target market. An example would be when Tom Brady was used to advertise Watches. Since Tom Brady is a big athlete and has a lot of fans they used him, that way all of his fans would support him and also like the watches. Giving businesses more of a chance of getting there product sold. Businesses of alcoholic beverages, will often use the bandwagon appeal to have people become part