The Research Of Fear Appeals Theory And Application In Advertisements Communication

A review of fear appeals research literature of about fifty years in the western academia is conducted in this study, including Drive Theories, Parallel Response Model, Protection Motivation Theory and Extended Parallel Process Model and so on. Based on fear appeals literature, a preliminary framework is constructed which can help toframe fear appeals communication more effectively----the following fouressential message components for effective fear appeals are included: perceived threat severity, perceived threat susceptibility, perceived response efficacy, perceived self-efficacy . Success of fear appeals demands the perfect match between threat varieties and efficacy varieties. Generally, high fear with high efficacy message has the best persuasion; moderate fear with high efficacy message, moderate fear with moderate efficacy message has the better persuasion; high fear with low efficacy message, moderate fear with low efficacy message are less persuasive; on the conditions of low fear (low fear with low efficacy message , low fear with high efficacy message), audience is likely to neglect the threat, which has the least persuasion.Based on the framework, these theories can be applied to advertisements in China. In addition, their applicability can make it the golden rule for fear appeals advertisements design and create and...