Write a 34-page assessment in which you examine how advertising manipulates emotions, particularly fear.
Fear is not only a powerful emotion but also a powerful motivator. Advertisers know this and use fear appeal in advertising messages as a tactic to motivate their target audience into behaving in a certain way.
Suggested Resources
The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For aIDitional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom.
Library Resources
The following e-books or articles from the Capella University Library are linked directly in this course. Note: Some of the articles listed are fairly old and are included here because they are considered seminal works in the field.
- Cook, I. A., Warren, C., Pajot, S. K., Schairer, D., & Leuchter, A. F. (2011). Regional brain activation with advertising images. Journal of Neuroscience, Psychology, and Economics, 4(3), 147160.
- Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and loving in Las Vegas: Evolution, emotion, and persuasion. Journal of Marketing Research, 46(3), 384395.
- Hastings, G., Stead, M., & Webb, J. (2004). Fear appeals in social marketing: Strategic and ethical reasons for concern. Psychology & Marketing, 21(11), 961986.
- Moore, D. J., & Lee, S. P. (2012). How advertising influences consumption impulses: The role of visualization, anticipated emotions, taste anticipation, and hedonic rationalization. Journal of Advertising, 41(3), 107120.
- Mukherjee, A., & Dubé, L. (2012). Mixing emotions: The use of humor in fear advertising. Journal of Consumer Behaviour, 11(2), 147161.
- Park, T., & Salvendy, G. (2012). Emotional factors in advertising via mobile phones. Intl Journal of Human-Computer Interaction, 28(9), 597612.
- Parry, S., Jones, R., Stern, P., & Robinson, M. (2013). Shockvertising: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising. Journal of Consumer Behaviour, 12(2), 112121.
- Rossiter, J. R., & Jones, S. (2004). Special issue editorial: Fear appeals in social marketing campaigns. Psychology & Marketing, 21(11), 885887.
Assessment Instructions
Preparation
- Search for research articles that examine how advertising appeals to our emotions, in particular, our fears.
- Watch the following three types of advertising messages. Try to watch more than one example of each type of advertising. Make notes about the overall message and tone. To make this more time efficient, you may consider watching ads on YouTube. Search for the type of ad, and then use the filter to narrow your results. For example, you can narrow the political ads results by filtering for ads from this year.
- Political advertising.
- Public health advertising.
- Commercial advertising.
Instructions
After watching the ads, complete your assessment. Include the following:
- Describe the overall tone of each type of ad. What emotion is the ad trying to arouse?
- Describe the behavior the ad is seeking to encourage.
- Apply one theory or concept to explain why appealing to fear can be highly effective.
- What social conditions foster fearfulness?
- Explain how individual perceptions and experiences perpetuate fearfulness.
Your completed assessment should be 34 pages in length, excluding title page and reference page, and use references from at least two scholarly resources. Be sure to follow APA guidelines for format and style.
AIDitional Requirements
- Include a title page and reference page.
- At least three current scholarly or professional resources.
- APA format.
- Times New Roman font, 12 point.
- Double spaced.
Jermaine Byrant
Nicole Johnson
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