Use of Fear in Adverts


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Essay #: 069901
Total text length is 6,529 characters (approximately 4.5 pages).

Excerpts from the Paper

The beginning:
Use of Fear in Adverts
There are few residual ideas or concepts that have endured to sway the opinions and desires of citizens of the Western world as thoroughly as racism. Conjured clashes of perceived skin tones have been capable of generating fear and anxiety and driving sales of everything from firearms to Internet safety software, car alarms and apparel. It is difficult to discuss however due to the inherent sensitivity of racism. Some circumstances are in jest and not everyone is amused, some instances are pointed and offensive and others may simply be results of basal ignorance or stupidity. In any case, tapping in to myths, fables or social stereotypes that generate interest to consume is prevalent. Not always is a product’s sale a...
The end:
..... result in a purchase for the advert to be considered successful. Because of this, the fear cannot be debilitating, even if the effects of it are. Fear is but a gateway emotion that will trigger varying fight or flight responses, these responses can cause awkward interests in consumers, some, just buying to have something to complain about.
Works Cited
Burrell, Tom. Brainwashed: Challenging the Myth of Black Inferiority. New York: SmileyBook, 2010.
Craig, Steve. Men's Men and Women's Women: How TV Commercials Portray Gender to Different Audiences. Issues and Effects of Mass Communication: Other Voices, San Diego: Capstone Publishers, 1992.
Zinn, Howard. A People’s History of the United States: 1492 to Present. New York: HarperCollins, 2003.