Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan

Fear appeals have been used extensively in marketing communications especially in advertising as a creative strategy format over the course of this century. They are used to threaten or arouse fear in an audience in order to stimulate attitude change. An example of fear appeal advertising that still...

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Main Authors:	Ahmad, Rozlaili, Mazlan, Dzulkarnain
Format:	Research Reports
Language:	English
Published:	Research Management Institute (RMI) 2013
Subjects:	Special subjects, characters, persons, religious arts, etc.
Online Access:	http://ir.uitm.edu.my/id/eprint/23743/ http://ir.uitm.edu.my/id/eprint/23743/1/LP_ROZLAILI%20AHMAD%20RMI%2013_5.pdf

id	uitm-23743
recordtype	eprints
spelling	uitm-237432019-04-05T00:58:09Z http://ir.uitm.edu.my/id/eprint/23743/ Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan Ahmad, Rozlaili Mazlan, Dzulkarnain Special subjects, characters, persons, religious arts, etc. Fear appeals have been used extensively in marketing communications especially in advertising as a creative strategy format over the course of this century. They are used to threaten or arouse fear in an audience in order to stimulate attitude change. An example of fear appeal advertising that still running now is on how the government addressing some critical issues such as the Anti-Smoking campaign, where represented the damaging effects of smoker's lung, heart and throat. Nevertheless, the increase in various social problems such as drugs, vandalism, crime, healthcare, hygiene has raises the question on the appropriate severity of threat because other types appeals like rational are seen as unable to chance intended behaviour effect. With the increase of technology and power of the media through advertising become more and more instance in which fear appeals are used. Not only fear appeals used to sell products, but they are used to promote health, hygiene and other things. Due to the increase in social issue-related communication, the use of fear as an advertising appeal has raises the question in terms of the fear appeals efficacy in social advertising. Does it work effectively to give an impact towards individual attitude and behavioural change instead of using rational informational appeals which are not having the intended behavioural effect? Does it work towards different group members in our society especially the young generation and how they response to the advertisement? The primarily objectives of the study is to investigate does fear appeals advertising increases the likelihood of adopting appropriate behaviour and the same time to evaluate the attitude towards the elements of fear appeals in advertisement. This research utilized both the quantitative and qualitative methodology. The instruments used to collect the data are using survey method where questionnaire and interview will be distributed and conducted among university students in Kuala Lumpur and Selangor area. The outcome of this research enable for the government bodies and related agencies to plan and employ and effective way to implement an advertising campaign to a specific group of people, create a creative message copy, effective visual images and to make an indigenous media selection targeted to specific audiences for future fear appeals advertisement in print media. Research Management Institute (RMI) 2013 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/23743/1/LP_ROZLAILI%20AHMAD%20RMI%2013_5.pdf Ahmad, Rozlaili and Mazlan, Dzulkarnain (2013) Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan. [Research Reports] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Special subjects, characters, persons, religious arts, etc.
spellingShingle	Special subjects, characters, persons, religious arts, etc. Ahmad, Rozlaili Mazlan, Dzulkarnain Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan
description	Fear appeals have been used extensively in marketing communications especially in advertising as a creative strategy format over the course of this century. They are used to threaten or arouse fear in an audience in order to stimulate attitude change. An example of fear appeal advertising that still running now is on how the government addressing some critical issues such as the Anti-Smoking campaign, where represented the damaging effects of smoker's lung, heart and throat. Nevertheless, the increase in various social problems such as drugs, vandalism, crime, healthcare, hygiene has raises the question on the appropriate severity of threat because other types appeals like rational are seen as unable to chance intended behaviour effect. With the increase of technology and power of the media through advertising become more and more instance in which fear appeals are used. Not only fear appeals used to sell products, but they are used to promote health, hygiene and other things. Due to the increase in social issue-related communication, the use of fear as an advertising appeal has raises the question in terms of the fear appeals efficacy in social advertising. Does it work effectively to give an impact towards individual attitude and behavioural change instead of using rational informational appeals which are not having the intended behavioural effect? Does it work towards different group members in our society especially the young generation and how they response to the advertisement? The primarily objectives of the study is to investigate does fear appeals advertising increases the likelihood of adopting appropriate behaviour and the same time to evaluate the attitude towards the elements of fear appeals in advertisement. This research utilized both the quantitative and qualitative methodology. The instruments used to collect the data are using survey method where questionnaire and interview will be distributed and conducted among university students in Kuala Lumpur and Selangor area. The outcome of this research enable for the government bodies and related agencies to plan and employ and effective way to implement an advertising campaign to a specific group of people, create a creative message copy, effective visual images and to make an indigenous media selection targeted to specific audiences for future fear appeals advertisement in print media.
format	Research Reports
author	Ahmad, Rozlaili Mazlan, Dzulkarnain
author_facet	Ahmad, Rozlaili Mazlan, Dzulkarnain
author_sort	Ahmad, Rozlaili
title	Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan
title_short	Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan
title_full	Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan
title_fullStr	Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan
title_full_unstemmed	Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan
title_sort	attitude and ad response toward fear appeals in print advertising / rozlaili ahmad and dzulkarnain mazlan
publisher	Research Management Institute (RMI)
publishDate	2013
url	http://ir.uitm.edu.my/id/eprint/23743/ http://ir.uitm.edu.my/id/eprint/23743/1/LP_ROZLAILI%20AHMAD%20RMI%2013_5.pdf
first_indexed	2023-09-18T23:11:18Z
last_indexed	2023-09-18T23:11:18Z
_version_	1777418820001988608

Attitude and ad response toward fear appeals in print advertising / Rozlaili Ahmad and Dzulkarnain Mazlan

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