Fear+Sells

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American Express Commercial that will show you how your unhappiness is probably linked to the fact that you don't have the right kind of credit card. Just look how sad everything in your life is because of your neglect!

Throughout the history of media, consumers have fallen victim to many advertising ploys. However, more recently the 'shockvertising' technique of selling products has trumped all other styles of sales marketing. Now while most audiences admit that they are aware the advertisement is employing fear to convince them to spend their money on the product, this fact has not stopped consumers from falling in line with one of the most obvious Orwellian tactics. Some advertisers have drawn negative criticism for their blatant attack on our deepest fears: vulnerable woman who can't defend herself, parent's fear of losing their children, inability to 'perform' and thus deemed useless by your undoubtedly 'soon to cheat on you' wife. Despite the public finger pointing and gasps that the advertisers have gone too far, there is no regulations or moral code to making money...this is America people... but before you become another mindless American consumer who believes spending money will lead to fulfillment, let's spend some time identifying the prevalence and impact of shockvertising in the American market today.
 * Shockvertising **


 * Assignment:** Study a current commercial or paper advertisement and analyze every aspect of this advertisement's marketing approach and write a 1-2 page analysis of the marketing technique employed. Basically, you need to create your own thesis about this advertisment. This is definitely a 'voice' paper so please have fun exercising your right to express yourself in a high interest and marketable way.

If you have a paper advertisement, you'll need to bring in the hard copy of it. If you are using a commercial on tv right now, see if you can find it online and link it. Otherwise, you'll have to write a brief description of the commercial so that we may have a chance to know what you are talking about. If it's on a lot, we'll probably recognize it right away.
 * IMPORTANT TIP* It is a lot easier to locate a good online commercial if you search the product and a few words in the commercial. Please do not venture off into 'weird commercial' land because there are some really inappropriate commercials out there and I would hate to be responsible for the corruption of your innocent mind.

1. How does the commercial catch the wandering daydreaming of the viewer? 2. What specific words are used to trigger an emotional response? 3. Typically fear is hidden beneath another approach. For example, the commercial might call upon a 'trusting' character actor in order to make the viewer feel comfortable. But be mindful of the message. Is the message this 'trusting' figure delivering based on fear? 4. Does the viewer take the humor approach in masking fear? (See the etrade commercial below) 5. Look carefully at the colors, outfits, and background of the commercial and consider how those elements complement the marketing approach. 6. Pay attention to collective pronouns like 'we' or 'they'. Is the commercial attempting to invite you into a group or keep you away from a group? 7. Who is this commerical's target audience and how can you tell that the marketing devices have been angled towards that group? 8. Can this commercial easily fill in the following sentence: If you don't buy, you will certainly be faced with ___. 9. Personally, does this commercial make you feel better or worse about your current condition? 10. Does this commercial cause you to question the answer you gave for number nine?
 * Consider the following questions when shaping your analysis.**

media type="youtube" key="lEXZ2hfD3bU" height="344" width="425" What fear do you think this ad is directed towards?

Read this interesting article[| Why Fear Sells].