You have heard of the World Wide Fund for Nature (WWF) and know that they work on issues related to the conservation, research and restoration of the environment. With the mission” to halt and reverse the destruction of our environment”, WWF tries their best to make this world a better place and currently has over 5 million supporters worldwide.
The eye-catching advertisements make you think twice about the message they want to convey, and to arise the public awareness of the importance of protecting the nature.
Among the third sector (otherwise referred to as non-governmental organisations and charities), they probably have the best and effective fear appeal messages which are very creative and the message is simple and clear.
Fear appeals have been used extensively in advertising as marketers have found them to be effective. In using fear appeals by associating an act with a negative effect, it creates tension and gets the attention of the consumers, then provide them a solution; which in this case is to take action and be convinced to stand up for their cause.Such ads are persuasive as the messages have a capability to change attitudes over time; whether consciously or subconsciously.
While ads using fear appeal can be effective, inappropriate use could also cause consumers to avoid such advertisements when they feel intimidated, or even irritated. As a result, consumers refuse to give their attention and turn away from them.
This brings us to a next question: Do you think that using fear-appeal messages are ethical?
Leave us a comment on what your thoughts!
Source: GraphicDesignJunction
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