u05a1 Tamara Barr
Advertisers use emotions as a tactic to get the general public to react to a certain way. Fear is one of the emotions that receive a high reaction from audience. Fear is used in political in advertising, public health advertising, and commercial advertising causing viewers to take precaution and do what advertisers want them to do.
Political ads use fear to perceive a candidate or party as corrupt or incompetent, by dismantling one party it persuades the public to vote or agree with another party’s idea. For Example, in UK’s 2010 General Election the Conservative Party attacks Gordon Brown’s character, by putting and add out with his face that states “I let 80000 criminals out early, vote for me.” This ads tone is very sarcastic and encourages voters to vote for the conservative Party and reject Browns policies on law and order (Walker 2010). The tactic of fear is successful because people do not want criminals on the streets. The problem with the justice system and prisons being “too full” which further fosters the fear in voters. For this particular ad if a parent saw this they would agree because he or she’s best interest is to make sure the household and children are protected.
Public Health Advertising informs the public on health concerns in a specific community or area. The most recent public health scare is Ebola entering the United States. The Department of Defense released fliers with information on the infectious disease and asking for people with the symptoms to seek medical attention and become quarantines. It reads in capital and bold lettering that “Ebola is a deadly virus. It spreads quickly, claiming the lives of many” (Ebola 2010). The tone for the aid is serious and cautious. The advisory educates the public and pushes the public to use preventatives to stop the spread of Ebola, As well as, report any outbreak of the disease. The fear of death makes the aid effective since nobody wants to die. The fact that Ebola has entered the United
Political ads use fear to perceive a candidate or party as corrupt or incompetent, by dismantling one party it persuades the public to vote or agree with another party’s idea. For Example, in UK’s 2010 General Election the Conservative Party attacks Gordon Brown’s character, by putting and add out with his face that states “I let 80000 criminals out early, vote for me.” This ads tone is very sarcastic and encourages voters to vote for the conservative Party and reject Browns policies on law and order (Walker 2010). The tactic of fear is successful because people do not want criminals on the streets. The problem with the justice system and prisons being “too full” which further fosters the fear in voters. For this particular ad if a parent saw this they would agree because he or she’s best interest is to make sure the household and children are protected.
Public Health Advertising informs the public on health concerns in a specific community or area. The most recent public health scare is Ebola entering the United States. The Department of Defense released fliers with information on the infectious disease and asking for people with the symptoms to seek medical attention and become quarantines. It reads in capital and bold lettering that “Ebola is a deadly virus. It spreads quickly, claiming the lives of many” (Ebola 2010). The tone for the aid is serious and cautious. The advisory educates the public and pushes the public to use preventatives to stop the spread of Ebola, As well as, report any outbreak of the disease. The fear of death makes the aid effective since nobody wants to die. The fact that Ebola has entered the United
References: Allstate. (2014). Are you in Good Hands [Television commercial]. Long Island, New York: CNN. Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content and emotion in viral marketing. Journal Of Public Affairs (14723891), 13(2), 160-171. doi:10.1002/pa.1471 Ebola Virus Disease (Ebola) - Public Health Command. (2014.). Retrieved November 17, 2014, from http://phc.amedd.army.mil/topics/discond/diseases/Pages/EbolaVirusDisease.aspx Goldsmith, K., Cho, E. K., & Dhar, R. (2012). When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion. Journal Of Marketing Research (JMR), 49(6), 872-881. doi:10.1509/jmr.09.0421 HIV- Get Answers. (2014.). Retrieved November 17, 2014, from http://www.hivanswers.com/ State Farm. (2014). State of Unrest [Television commercial]. Bloomington, Illinois: CNN. Walker, K. (2010, March 28). New Saatchi poster aims to 'tear lumps out of Brown ' Retrieved November 17, 2014, from http://www.dailymail.co.uk/news/article-1261303/New-Saatchi-poster-aims-tear-lumps-Brown.html