Research On The Theory And Creative Expressive Technique Of Fear Appeal Advertisement

With the development of the advertisement design, the way of expressive technique is also developing,.Fear appeal advertisement is quite effective in some special type of advertise message communication as a strange, strong way of expression which can arousal audiences` aware of fear,crisis and threaten.But the problem is that there are many invalid fear appeal advertisement,or even lead to negative results in the market.The reason is the research on fear appeal in China is not enough on amount and degree while comparing to other type of advertisement.And that makes fear appeal advertisement cannot be designed properly.This thesis is going to research the related theory,the rule of action,the expressive technique and so on in six chapter below:Chapter one is introduction,generally described the state that fear appeal is hot in foreign studies and has lots of works of this kind of advertisement but in China related research is lacked and the design of fear appeal advertisement relays on designer`s experience, which may causing unexpected results.Chapter two is the conceptions and theories of fear appeal,using the theories created by Maslow and McDougall to explain fear as the motive of attitude`s or behavior`s change.And also collect the research results and theories related to fear appeal from different majors since Hovland`s research in 1953 to include the rule of fear appeal`s function and the define of fear appeal.At the end is the introduction of people`s aesthetic request of fear.Chapter three is the factors should be aware of in fear appeal advertisement:according to the conclusion of the previous chapter,designing a fear appeal advertisement should pay attention on the investigation before designing,choosing proper media,choosing correct threaten,express the threaten properly,showing the effective responses and avoid the abuse of fear factors.Chapter four describes creative expressive techniques of fear appeal advertisement,like direct describe,suggest and associating,humorous and others.Each technique has at least one example to be analysis.Chapter five is the summary of the thesis.Chapter six is the forward looks,explained why fear appeal advertisement is hard to be accepted in China according to the cultural and the state of the market.