Marketing: How Effective Is Fear In Advertising?
Why do advertising agencies use fear to get us to part with our money?
Advertising agencies and marketing people use different techniques to push our buttons. Humour is one. But what about fear? Do they sometimes try to scare us into buying? Or is it a gentler art- playing on our insecurities about things like old age, poor health or thinning hair?
Evan Davis speaks to Sir John Hegarty and Ian Gathard from the advertising industry and psychologist Juliane Beard, who studies how the brains of consumers work.
Credits: Volkswagen "Eyes on the Road" advertising stunt Reebok trainers…
The skinny
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