Title Page
Our Evolving Definition
FEAR Appeal
Artistic Proof
Persuasive Appeals
The Media Effect
A Picture Persuades a Thousand Ways
Pathos of Persuasion

FEAR Appeal

-How is fear appeal used in below?
- Persuaders lead the audience to feel emotion - FEAR, but why?

external image jettacrash.jpg&sa=X&ei=lrF5TZvbFI-2tgf-0LC6BQ&ved=0CAQQ8wc&usg=AFQjCNEwL6cuIpGSepcLEmG7hXoAyGqP7A
Photo Credit:

- Fear has a stronger effect on older audiences - Volkswagen Jetta’s target audience, but how?

external image images?q=tbn:ANd9GcRf5JG6eo-1rn7y_igrOJ6X7MI1oWZoi_xok9_ZYlCs9ZNbD7MZ4Q
Photo Credit:

- Critical components of Fear Appeal (Borchers, 2005):
1. Severity of threat - Death - Very severe
2. Probability of occurrence - High – most ride in a car everyday
3. Efficacy of coping response – Find a safe vehicle
4. Ability to enact solution- Jetta is the answer! - Has High safety ratings

- Aristotle's three questions to be answered to create an emotion -fear- for an audience (Borchers, 2005):
1. What is the audience’s state of mind when fearful?
How do I get out of this? How can I be safe?
2. Who is the audience fearful of?
Another reckless driver … drunk, sleeping, texting, speeding…
3. Why do audience members become fearful of that person(s)?
They could cause a deadly accident. I want to live!!