JOUR 001 Lecture Notes - Lecture 27: Marlboro Man, Fear Appeal
26 Nov 2020
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Document Summary
Fear- appeal ads and the use of the advertised brand. Poor memorability due to interference at the time or exposure is possible. Product-theme continuity excludes many goods and services. You must have a plausible threat to motivate consumers. You must have a completely clear and easy-to-discern link between the threat. Too little or too much fear may do nothing. Some fear ads are ridiculous and have low impact. Can generate perception of widespread threat and thus motivate action. Brand can be the solution to an ever present problem, resulting in long term. Efficient: a little anxiety goes a long way. Too much anxiety, like fear, creates discomfort and avoidance. If the anxiety-threat is not linked tightly enough to the brand, you may good track record of working. commitment to the brand. Slice of life ads increase category demand and provide business to competitors. Can be extremely powerful due to a merging of ad and brand experience.
