The Influence Of Print Advertisement's Background Color,Intensity Of Threat And Style Design On The Effectiveness Of Fear Appeals

"Fear appeal" is a persuasive communication strategy that trying to attract the fears of target audience as to arouse their motivation for self-defense to produce protection measures,accept the recommendation measures.There are many factors that influence the effect of fear appeals,and the composition of fear appeals is very complicated.There are two experiments in this study.Experiment 1 was adopted 2(background color: blue,yellow)× 2(threat level: high,low)two factors between-subjects design.The online questionnaire will be used in the experiment 1,and we choose randomly sample of 180 participants,the 180 subjects were divided into 4 groups,each group of 45 people,according to the results,we weed out 6 invalid samples,and additional 6 subjects,ensure the ultimate guarantee of 180 valid questionnaires.Experiment 2 on the basis of experiment 1,was adopted 2(background color: blue,yellow)×2(threat level: high,low)× 2(style design: richness,oneness)three factors between-subjects design.Experiment 2 also use the online questionnaire to invite 400 participants,the 400 subjects were divided into 8 groups,each group of 50 people,according to the results,we weed out invalid samples of 17,and additional 17 subjects,ensure the ultimate guarantee of 400 valid questionnaires.The dependent variables of the experiment 1 and experiment 2 were the perceived severity,the perceived susceptibility,the perceived self-efficacy,perceived self-efficacy and the willingness to accept the recommended measures.The research results indicated that:(1)Compared with the information of low intensity threat,the information of high intensity threat increase the perceived severity,the perceived susceptibility,the perceived self-efficacy and the perceived self-efficacy of the participants.(2)Compared with the background color that evokes a higher sense of pleasure,the background color that evokes a lower pleasure increases increase the perceived severity,the perceived susceptibility,the perceived self-efficacy and the perceived self-efficacy of the participants.(3)Compared with the single style design,the design of the richness style increases increase the perceived severity,the perceived susceptibility,the perceived self-efficacy and the perceived self-efficacy of the participants.(4)With three cases that the information of high intensity threat,background color that evokes a higher sense of pleasure and rich style design,participants were more willing to accept the recommendations,and in combination with the information of low intensity threat,background color that evokes a lower pleasure,single style design three cases,participants were not willing to accept the recommended measures.