Eureka! Institutional Repository

The main theme of this paper is the use of fear in advertising. An extensive review of the definition and types of advertising, their effectiveness on consumers and how they are affected by the advertising message is presented. It then analyzes the definition and types of fear, how it is created, how effective it is in advertising and how it relates to the advertising message. Protection Motivation Theory (MPT) is also analyzed and how it affects the public when fear appeals through advertisements and a brief report is made on the Word Of Mouth technique and how it works as a positive tool for advertising companies. Then, the results of the questionnaire from the research carried out, the research methodology as well as the conclusions drawn from the research are listed.