We know that in advertising, the tone or way of presenting the message can be rational, emotional, or a combination of both.
Fear-Driven Marketing
Rational advertising is based on exposing the utility that the consumer will obtain from the product or service, supported by data, characteristics, analysis, studies, comparisons, etc. It appeals to the reason and logic of the receiver.
On the other hand, emotional advertising aims to provoke various positive or negative feelings in the consumer, such as well-being, discomfort, pleasure, desire, nostalgia, sadness, tenderness, etc. that push them towards the said product.
Autoway’s Scare Tactics
It seems that this latter type of advertising is more common in products that are sufficiently familiar to buyers, in more standardized products where there are no significant differences between one brand and another.
On the other hand, rational advertising is usually used in cases where the consumer is not familiar with the product and needs more objective information to help them compare and make a decision.
Among the persuasive elements often used in emotional messages, few are as relevant as fear and guilt.
In an advertisement for a well-known tire brand, we see how the fear and guilt instilled in consumers are exploited to a degree that some might consider excessive.
This “curve girl” basically tells you not to drive on those tires because someone ran her over, and that’s why she’s now wandering the world looking for victims to take revenge on.
I find it very original and effective, although it requires an explanation because of the language.
Selling Through Fear
The importance of fear as a persuasive element lies in the fact that it prevents us from thinking clearly, as the body reduces the blood supply to the brain, redirecting it elsewhere. It’s a sensation that’s stronger than the ability to reason.
When a person is exposed to a message that implies fear, the likelihood of them subsequently following the advice given by the sender to eliminate the danger increases.