FEAR 4/16/12

    Nothing sells quit like fear. In order to use this tactic correctly you must emphasize the negative, strengthen the fear appeal and personalize the message.

4-Part Fear Appeal
1. Introduce the threat. This is essentially upping the stakes with your "Hey, you!"
2. Demonstrate that the audience is at risk. Let them know that there is a decision to be made.
3. Introduce the solution. Give your audience a solution that is doable but not ridiculously simple.
4. Show they audience that they can in fact perform the solution.

    I goggled Willie Horton. I didn't watch any of the ads but I think George H.W. Bush did a great job of demonstrating fear appeal.