Use Of Fear And Guilt In Advertising

1. The marketers use fear and guilt when communicating to the elderly during advertisement. The use guilt and fear is meant to persuade the elderly to buy the products. In other words, whenever the marketers use guilt on ad, they draw the attention of the elderly to use their cognitive abilities in order to assess the ad’s credibility. In the process, it enables the elderly to experience the emotional reaction and intention of the ad. Baumann and de Laat (2012) assert that fear and guilt invoke the emotional reaction among the elderly people. Ideally, the elderly would like to make the right decision before buying the products.

Baumann, S., & de Laat, K. (2012). Socially defunct: A comparative analysis of the underrepresentation of older women