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Title Page
Our Evolving Definition
FEAR Appeal
Artistic Proof
Reasoning
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: http://www.google.com/imgres?imgurl=http://www.autoblog.com/media/2006/05/jettacrash.jpg

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

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Photo Credit: http://www.google.com/imgres?imgurl=http://philly-dentist.com/images/mature-couple.jpg






- 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!!