Fear Appeals

This type of appeal uses fear to inform the target audience of the harm that may occur to individuals who fail to adopt or adhere to the message being relayed. It is commonly used in advertisements, public health campaigns, and political messaging to motivate people to take action.

Key Concepts:

• Fear can be used as a persuasive tactic
• The target audience may feel threatened or vulnerable
• Fear appeals may involve showing the consequences of not following the message