The use of fear appeals in advertising
123 p.
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| Format: | Final Year Project |
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2014
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| Online Access: | http://hdl.handle.net/10356/57970 |
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| Institution: | Nanyang Technological University |
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sg-ntu-dr.10356-579702023-05-19T06:16:13Z The use of fear appeals in advertising Toh Mui Koon, Weng Shin-yi, Yeo Yeang Jentry John F Webster Nanyang Business School DRNTU::Business::Advertising 123 p. The purpose of this study is to explore the use of fear appeals in advertising. A sample of 30 undergraduates from Nanyang Technological University were invited to share their opinions on the effectiveness and ethicality of 6 chosen advertisements. However, due to the limited sample and qualitative nature of our study, only modest suggestions are made from our study. Regardless, a thorough analysis of the data is carried out to highlight the more significant reactions to the use of fear in these advertisements. Implications and recommendations are then presented at the end of our study and it is hoped that they may prove useful to marketers, advertisers and researchers. BUSINESS 2014-04-07T11:10:13Z 2014-04-07T11:10:13Z 1997 1997 Final Year Project (FYP) http://hdl.handle.net/10356/57970 Nanyang Technological University application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| topic |
DRNTU::Business::Advertising |
| spellingShingle |
DRNTU::Business::Advertising Toh Mui Koon, Weng Shin-yi, Yeo Yeang Jentry The use of fear appeals in advertising |
| description |
123 p. |
| author2 |
John F Webster |
| author_facet |
John F Webster Toh Mui Koon, Weng Shin-yi, Yeo Yeang Jentry |
| format |
Final Year Project |
| author |
Toh Mui Koon, Weng Shin-yi, Yeo Yeang Jentry |
| author_sort |
Toh Mui Koon, Weng Shin-yi, Yeo Yeang Jentry |
| title |
The use of fear appeals in advertising |
| title_short |
The use of fear appeals in advertising |
| title_full |
The use of fear appeals in advertising |
| title_fullStr |
The use of fear appeals in advertising |
| title_full_unstemmed |
The use of fear appeals in advertising |
| title_sort |
use of fear appeals in advertising |
| publishDate |
2014 |
| url |
http://hdl.handle.net/10356/57970 |
| _version_ |
1770566265530744832 |