Employing feelings of fear in designing print and electronic advertisements and their impact on convincing the Egyptian audience

Document Type : Original Article

Authors

1 Printing & Packaging, Faculity of Applied Arts, Egyptian Russian University

2 Faculty of Art and Design, King Salman International University, Sharm El Sheikh, Egypt

Abstract

Fear appeals are one of the most interesting stimuli in advertising, whether electronic or printed, creating a sense of focus and attention. When recipients feel fear, they pay attention to the message and remember it for a longer period. This may lead to the advertising message being retained for a longer period and remaining in the memory, with an increased likelihood of responding to the message and taking the required actions, whether to purchase a product, subscribe to a service, or change their behavior in an event, especially when faced with the negative consequences that may occur in the event of not taking the necessary actions, and thus they may be more inclined to avoid them. Since the goal of the advertising message is to instill the need to do something, or stop doing something, feelings of fear in advertising are a persuasive means of influencing human behavior. Therefore, they can be used to achieve a strong emotional response in the target audience, attract attention, and create emotional links to guide their behavior, especially if fear is used in an ethical and responsible manner. Fear appeals may pose a health and physical, psychological and social, or financial and economic risk.
This study focused on employing feelings of fear in designing printed or electronic advertising messages and their impact on persuading the recipient from the targeted Egyptian audience and a list of design and psychological considerations that must be taken into account to maximize persuasion and direct the behavior.

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ERU Research Journal
Volume 4, Issue 1
January 2025
Pages 2290-2317

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