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Fear Appeals in Advertising: The Case of Latvia

Agate ProzoroviÄ a

ISBN 10: 3844386335 / ISBN 13: 9783844386332
Published by LAP LAMBERT Academic Publishing, 2011
Condition: Good Soft cover
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Bibliographic Details

Title: Fear Appeals in Advertising: The Case of ...

Publisher: LAP LAMBERT Academic Publishing

Publication Date: 2011

Binding: Paperback

Book Condition: Good

About this title


This paper aims to find out the reasons for usage of fear appeals in advertising in Latvia. In addition, via semiotic analysis, the author tries to find out the semiotic tools present in all the commercials. What is more, by a simple survey the general response of the society is also measured. The author finds that the most common reasons for using fear appeals is the ability of such advertising to promote discussion in the society. What is more, the author finds that the semiotic tools used are mainly those, which create dramatic effect to the commercial. In addition, the research shows that the society finds such advertising acceptable, but has no positive emotions towards the companies that use such advertising.

About the Author:

Ms. Agate Prozoroviča holds a B.Sc. in Economics and Business Administration from the Stockholm School of Economics in Riga. Ms. Prozoroviča has a passion for filmmaking and advertising and currently works as an Account Director and Producer at a local Latvian advertising agency Guilty.

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