The type of persuasion technique used is a fear-arousing message. It has been said that greater aroused fear can increase persuasion. (Leventhal, 1970). The protection-motivation theory explains how this works by stating that “fear induces both a self-protective response and an appraisal of whether the fear arousing threat can be avoided”. (Franzoi, 2002, p. 200). In the case of the fear-arousing images on cigarette boxes, people will feel the need to protect their health; they will also begin to ponder of ways to avoid their lungs looking black and rotten, which is to stay away from cigarettes.
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References
Franzoi, S. L. (2001). Social psychology. (2nd ed.). Boston: McGraw-Hill.
Leventhal, H. (1970). Findings and theory in study of fear communication. In L. Berkowitz (Ed.)., Advance in experimental social psychology (pp. 119-186). New York: Academic Press.
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