Basedon the research and observation, TNB advertisement in electrical safetycampaign less positive respond since they didn’t use the right ways ofapproaching audience.
Researcher often see informational text with many wordsand direct images that makes audience loss interest to interact and participatewith the campaign. It is very important to match the right time prospect withthe right affective appeal to drive consumer behaviour. As mentioned by (Rubi Khan, 2014) emotion appealsrelate to the customers social and psychological needs for purchasing a productor service.
Many consumers motives for their purchase decisions are emotional,and their feelings about a brand can be more important than knowledge of itsfeatures. Aseloquently stated by (Awagu, 2016) fear is an emotionresponse to a threat that expresses, or at least hint, some kind of danger. Adssometimes use fear appeals to evoke this emotional response and arouseindividuals to take steps to remove the threat. The fear appeal inadvertisement is negative emotional appeal to stimulate and remove threat of anindividual.
As studied by (Hawkins, 2011)marketers have found that fear appeals have been used widely in advertising andit is effective. Advertisement using fear appeal can be effective, consumerswill avoid such advertisements when they feel terrified, or even disturbed whenwe do not use it properly and accurately. As a result, consumers lessinterested and refuse to give their attention and turn away from that type ofadvertisement. Accordingon Improvingfear appeal ethics (Williams, 2014) journal article,fear appeal come with two basic element. One is a threat component and othersis an action component. To be concern that an effective fear tactic mustconvince the audience that particular negative reaction can occur if certain actionare not performed.
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The more fear awaken, the more potential action to complywith the message. In the books of Designing for social change (shea, 2012) points out that fearappeals are persuasive messages describe to scare people by express the seriousthings that will happen to them if they do not do what the message suggest. Fear appeals present athreat and offer a solution to the threat, encouraging individuals to accept ordiscontinue a particular action for their own or the public good. Nonetheless,a studied in meta analysis of fear appealsby (Kim Witte, 2000)suggests that high level efficacy structured fear appeals are perfectlyeffective. Overall, it seems that fear appeals can be effective in somecircumstances.
According to Graphic design solutions (Landa, 2012) books, fear appeals are centred around theidea that people will be more likely to retain and pay attention to a message tochange their health behaviours, if related fears are activated in the message.Fear appeals in advertisements promote messages, images and even visual storiesdesigned to scare intended audience into reactions. Majority of current fear appeals on television describeunhealthy and risky behaviours such as the use of drugs, smoking and roadsafety. Strong fear appeals may promote awareness however they are onlyeffective when paired with a quality high efficiency message.Asstudied by (Geller, 2015) in order for a fearappeal to be effective it must include a strong well structure of the fearappeal. This includes a threat component, action component, influence factors,and the ideal target audience. Strong fear appeals are not only by provoking but also effective inproducing positive health effects and behaviours.
However, strong fear appealsare most effective in producing positive health effects and behaviours whenpaired with a high efficiency message. While they may not discontinue thenegative behaviour altogether they are successful in promoting positive healthbehaviours. Apparently, using strong visuals in advertisement can draw on hiddenfears. Some advertisement draw on personal fears, while others draw on a senseof loss due to particular behaviour.
Asindicated by (Geller, 2015) in journal, aneffective fear appeal tactic must convince the audience that particularnegative outcomes can exist if certain behaviours are not implement. The morefear provoke, the more potential inspiration to observe with the message. Inother words, the effective fear appeal tactic demonstrate the risk for theideal target audience. Introduction that make the message receivers feelresponsible for damage or responsive to severe physical or psychological harmhave the influential threat component. When an audience can visualize thenegative reaction happening to them, personal doubt is activated and theindividual is responsive to learning strategies for avoiding the fearedconsequence. Based on common sense, this emotional case is not activated withthe kind of organization statistics advertisements. Mostof Malaysian PSA campaign used statistic appeal advertising in eachadvertisement.
There’s a lot of information to read that makes audience ignoreit. Besides that, most of the campaign focus on giving talks and advise withboring presentation slide and this happened every year. Perhaps, a personalstory from an individual similar to the audience heightens perceptions ofvulnerability and thus makes the threat seem real, relevant, and frightening. Asmentioned by (Newbold, 2017) explain theinfluence of a fear appeal is determined by more than its content. In fact,the same fear appeal can have remarkably different effects, depending on theperceptions and person state of the message receiver. To apply fear appeal, the use imagesand phrasing designed specifically to evoke fear or concern are used whencreating advertisements and visual communications focused on persuading audiencesthrough the fear appeal. We might think to the famous anti smoking ads wherepeople had developed serious deforming illnesses from smoking.
The images ofpeople with holes in their throats, missing teach, ruined vocal cords, and lungcancer were designed to make people fear smoking. The same has been done withseatbelt campaigns and similar concepts.
