c Dont make the appeal so strong that consumers want to avoid the advertisement

C dont make the appeal so strong that consumers want

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c. Don't make the appeal so strong that consumers want to avoid the advertisement. d. Avoid any reference to death or dying. e. All of the above are important guidelines when using fear appeal. Answer: c Page: 346 Rationale: Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or through a change in behavior. When using fear appeals, the advertiser must be sure the appeal is strong enough to get the audience's attention and concern but not so strong it will lead them to tune out the message.
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16-45 FEAR APPEALS DEFINITION __________ suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or through a change in behavior. a. Fear appeals. b. Sex appeals. c. Humorous appeals. d. Family appeals. e. Coercive appeals Answer: a Page: 346 Rationale: Text term definition—fear appeals 16-46 FEAR APPEALS APPLICATION The testimonial type ads for carbon dioxide detectors feature parents who are discussing the dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target audience how disaster can be averted by purchasing and using the advertised product. Such advertisements are using: a. fear appeals. b. sex appeals. c. humorous appeals. d. family appeals. e. coercive appeals Answer: a Page: 346 Rationale: Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or through a change in behavior. When using fear appeals, the advertiser must be sure the appeal is strong enough to get the audience's attention and concern but not so strong it will lead them to tune out the message.
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16-47 FEAR APPEALS APPLICATION An ad for Conesco Insurance asks the question, “How long will you wait to start planning for long-term care?” The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to consider the future when she was young is an example of a: a. rhetorical appeal. b. life cycle appeal. c. humorous appeal. d. sex appeal. e. fear appeal. Answer: e Page: 346 Rationale: Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or through a change in behavior. When using fear appeals, the advertiser must be sure the appeal is strong enough to get the audience's attention and concern but not so strong it will lead them to tune out the message. 16-48 SEX APPEALS CONCEPTUAL Which of the following statements describes a problem with using sex appeals in advertising? a. What men find sexy, women don't. b. What women find sexy, men don't. c. Sex appeal typically fails to gain audience attention.
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  • Spring '11
  • LauGeokTheng
  • Advertising, Brand Advertising

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