Mesaje publicitare care folosesc teama ca punct central; deseori se folosesc in anunturile pentru servicii publice, precum cele care descurajeaza fumatul, cele cu scop de reducere a accidentelor, avertismentele cu privire la pericolul drogurilor puternice etc. Vezi Emotional Appeals in Advertising (apelul emotional in advertising); Rational Appeals in Advertising (apelul rational in advertising).
Advertising messages which use fear as their focus; often employed in public service announcements, such as those seeking to discourage smoking, reduce the road toll, warn of the dangers of hard drugs, etc. See Emotional Appeals in Advertising; Rational Appeals in Advertising.
