Ethics and Effectiveness with fear appeal in public service announcements

from a mental image of impending evil of a destructive or painful sort", and that "the evil must be of a destructive or painful sort." In the PSA that was chosen to analyze, the purpose is clear: wear your seat belt or you could be seriously injured or killed. In Book II, the notion of death and how man thinks of death is considered a cause of fear. Aristotle states that, "Of evils that are very remote men are not afraid; thus every one knows that he must die, but since people think they will not die soon, they do not care." By taking the opposite stance, it can be assumed that if the notion of death coming soon could be relayed unto the listener, he would then care. If man recognized death as a serious issue, it turn, wearing his seat belt, this PSA would be considered successful. That is the primary reason for fear appeal in this particular message. Aristotle goes further sayin!
             g, "it must follow that fear is caused by whatever seems to have a great power of destroying us or of working injuries that are likely to bring us great pain." In the PSA, the 'great power of destroying us' is the car that hits us when we are not wearing our seat belts causing injury or possibly death. In Aristotle on Emotions and Rational Persuasion, it states that "emotions are forms of intentional awareness: that is, they are forms of awareness directed at or about an object, in which the object figures as it is seen from the creature's point of view." 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. The article goes further in saying, "Let fear be, then, a certain sort of pain and disturbance out of the appearance of an impending bad thing either destructive or painful...It is necessary that those things are f
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