Ethics and Effectiveness with fear appeal in public service announcements
Recently, within modern advertising, the use of emotional appeal has been an issue of growing interest in both the advertising industry as well as the consumer public. Questions have arisen regarding the reason for its use and its ethical boundaries. Playing on the emotions of the general consumer public through advertising is considered by many to be very unethical. Furthermore, the advertising industry has started a trend that involves playing on the emotions of the consumer, specifically the emotion of fear. Obviously, in an effort to try and sell a certain product, it would have to be considered at least somewhat unethical to use consumer emotion as a means to sell that product. However, there is another form of advertising that has noticed the effects of emotional appeal, and now it too has followed suit. This other branch is known as the "Public Service Announcement." Public Service Announcements, or PSAs are not for profit messages for the benefit of the gene!ral public. The purpose of individual PSAs can range from an anti-drug c
" In this case, the object is injury or death while the creature is the listener. Again, this is merely making the listener aware of the possibility of death, triggering the emotion of fear. In "Don't Be Afraid to Use Fear Appeals" from The Journal of Advertising Research, it says, "Sometimes a desirable practice, such as brushing your teeth, is associate with the avoidance of a negative consequence, such as cavities. We have also established that in advertising, it is considered unethical to use human emotion as a means to sell. It goes further to say, "some researchers suggest that improperly used fear appeals damage the credibility of advertisers and create unnecessary fears and worries among audience members.
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