When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

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Business

27 August, 11:45

When the Office of National Drug Control Policy ran an ad with the headline, "Marijuana harmless? Didn't see the merging truck," it was using which type of ad appeal?

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Answers (1)

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Natalee Buckley · Answer 1

Fear appeal

Explanation:

In order to know more about the answer, let's check out what advertising appeals are at first.

Advertising appeals are primarily used by professionals in their businesses in order to convince people to buy a product or to act against it. They tap on the emotional aspect of the buyers because they are deemed credible and powerful. There are many kinds of advertising appeals such as humor, fear, sex, nostalgic and guilt. However, we will be focusing on "fear appeal."

Fear Appeal - In marketing, fear appeal generally describes a strategy for motivating people in order to take particular action or divert behavior through threats. Such threats signal an impending harm.

The example above, "Marijuana harmless? Didn't see the merging truck," persuades that the use of Marijuana is harmful and in order to prevent having a negative experience, it is best to avoid or reduce the use or purchase of such item.