Fear

There are loads of advertisements that exploit an audience’s ‘fear’. For instance, think about the headache tablets that are advertised all over the place. They play on several fears - fear of the pain and discomfort associated with a headache, fear of how a headache can strike without any warning at the worst possible times, and fear of the time wasted recovering from a headache.

Any advertisement based on fear needs to offer a solution - and usually the solution is the product or service that is being advertised to the audience. Here we have the top of the advertisement introducing the fear - of a headache ruining productivity - and the bottom introducing the solution - tablets from the brand QuickFix. You should analyse the fear-solution aspect of your advertisement.

Click here to move on to the next topic: Desire