C dont make the appeal so strong that consumers want

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.

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.

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.